Italy/FIGC: Athora (insurance) succeeds eBay as title sponsor of the Serie A Femminile (2025-2027)

Athora Italia, the national subsidiary of the European insurance group Athora, has acquired the naming rights to the Serie A Femminile for two seasons (2025-2027), announced the Federazione Italiana Giuoco Calcio on 02/10/2025. The Italian women's top division will thus take the name "Serie A Women Athora".

The agreement between Athora Italia and Serie A Femminile, negotiated by the agency Sportfive, is "based on a shared set of values that go beyond the playing field." With this initiative, "Athora Italia intends to support the development of a rapidly growing movement, with a fan base that exceeded 10 million in 2024 and recorded a 130% increase in television ratings, helping to give visibility to talent and stories that embody the future," said the Italian Federation.

Athora succeeds the American e-commerce group eBay, which had been title sponsor of the "Serie A Femminile eBay" since 2023-24 (i.e. for two seasons). eBay had itself taken over from the Italian telecommunications operator Telecom Italia, which had the naming rights for the Serie A TIMvision (women's top flight), the…