Radici acquires Atalanta sleeve sponsorship; Roma lands a deal with Uber Eats

Uber Eats makes its debut in the Italian club sponsorship portfolio.

The Italian top-flight club Atalanta has extended its sponsorship contract with the chemical and plastics company Radici Group.

The deal will see Radici getting rights to Atalanta’s sleeve sponsorship in the UEFA Champions League and the Coppa Italia, Italy’s top domestic cup competition.

The initial contract between both parties was first signed back in the 2017-18 season.

Radici group used to be the front-of-shirt sponsors before Plus500 replaced them during the beginning of the 2020-21 season.

The corporate reportedly paid about €2m ($2.3m) per year for the rights in a two-year deal, from 2018-19 to 2019-20.

Radici group was granted the rights for the Atalanta shirt under a three-year agreement announced in August 2020.

Meanwhile, somewhere else in Serie A, AS Roma has signed a contract with Uber Eats which began its development in Italy in around 2016 now exists in over 50 cities around the country, including Rome.

This deal will see Roma granting visibility to Uber Eats in any of its matches. There will be various marketing campaigns and fan engagement campaigns related to the club which have been launched through the Uber Eats app and will give an opportunity to fans or any restaurant partners who want to engage with the club.

This is the first time that Uber has engaged in a sponsorship deal with an Italian club unlike its presence in the French League. It has a huge presence in France as it is indeed the title sponsor of Ligue 1, and the front of shirt sponsor for Marseille.

Currently, in Serie A, Lazio tops the table followed by Inter Milan, Roma, and Milan. Roma next faces Sassuolo and will try to maintain their winning streak. 

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