Serie A TIM: Eviva (energy) is Genoa CFC's main shirt sponsor until the end of the 2016-17 season

Eviva, an Italian energy provider, has become the main shirt sponsor of Genoa CFC (Serie A TIM) until the end of the 2016-17 season, on 16/01/2017. The partnership is valued at €0.5m by Italian media.

Genoa CFC had sported the symbol "E****" on the main sponsoring space of its shirt for the home match against AS Roma (0-1, Matchday 19 of 2016-17 Serie A TIM), on 08/01/2017, heralding the imminent arrival of its new shirt sponsor. This marketing operation, in the form of "teasing", was designed by the communications agency Barabino & Partners, which also sponsors the shirts of the Genoa youth teams.

The campaign, which had "unprecedented success" according to Genoa CFC, reached an audience of 4 million people (see below). Eviva succeeds Prenatal (distribution of childcare products), who was the main shirt sponsor of the Italian club between 22/10 and 31/12/2016.

More than 4 million people reached by the marketing campaign of Genoa CFC and its new sponsor Eviva:

• The…