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Genoa CFC name Pulsee Luce e Gas as front jersey sponsor



The Serie A club, Genoa Cricket and Football Club (Genoa CFC) have announced a new sponsorship deal with Pulsee Luce e Gas, a fully digital brand for the domestic users of Axpo Italia, the fourth operator on the electricity market in Italy.

As part of the deal, the brand is set to serve as the front jersey sponsor of Genoa CFC for the Serie A and Coppa Italia for the 2023/24 and 2024/25 seasons.

The oldest football team in Italy, which rejoined the top division after missing just one season, has chosen to begin a significant association with Pulsee Luce e Gas, the company that was founded in 2019 to transform the domestic energy market in Italy through innovation, sustainability, simplicity, and transparency.

Pulsee Luce e Gas has opted to compete in the top national sports tournament, the one with the biggest visibility and appeal, on the eve of another significant transformation in the energy business in Italy, specifically the complete liberalization of the market which will take place by January 2024. And it has chosen to achieve so by becoming an associate of a club that is actively changing and that nevertheless has a fascinating connection to its more than 100-year history.

Apart from the front-of-shirt visibility for all Serie A and Italian Cup games, the official media platforms of the two parties will also play a prominent role which will strengthen the relationship.

Encouragement for emerging talent, inventiveness, and sustainability are characteristics that Pulsee Luce e Gas and Genoa CFC share: on one hand, an established company that has expanded due to the popularity of many Italian consumers and families, offers 100% green, and is prepared to enter Serie A; on the other hand, a team that is especially focused on sustainability and efforts aimed at enhancing the quality of life of its supporters and maintaining the surrounding area.

Simone Demarchi, CEO of Axpo Italia, commented, “I believe that the stories and the path of Genoa CFC and Axpo Italia, of which Pulsee Luce e Gas is a part, have several similarities. They are built on the ambition of close-knit teams that set themselves challenging and constantly renewing goals. The work done in these first four years by our brand for domestic users is perfectly reflected in what Genoa demonstrated in the last championship, namely knowing how to be a game changer in the Italian football scene.

“We are particularly proud to be able to give our right energy to the Club and to be able to support the President Zangrillo, the CEO Blazquez, the General Manager Ricciardella and all the management, mister Gilardino, his staff, the team and the fans in such a season important event that marks the return to Serie A of a historic team of Italian football”.

Genoa CFC, CEO, Andrés Blàzquez, said, “It is a privilege to activate the sponsorship of Axpo Italia and identify ourselves with the innovative spirit of Pulsee Luce e Gas in the field of energy transformation and production of advanced development models, in compliance with certified and sustainable environmental policies.”

President of Genoa CFC, Alberto Zangrillo, said, “The idea of ​​conveying these issues in our community and within the world of football is a vector for sharing a responsible vision, speeding up the change processes underway, achieving the objectives on which cooperation is based. We are proud to open the doors to an expanding reality such as Pulsee Luce e Gas which brings a ray of novelty and warms up collective sensitivity.”

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Marketing & Sponsorship

Sir Jim Ratcliffe’s Manchester United national stadium plan backed




A vision for a new Manchester United ground that could double as a ‘Wembley of the North’ has been welcomed by council chiefs.

Sir Jim Ratcliffe, a co-owner of the club, has outlined his preference to replace Old Trafford with a ground that could be used as a national venue.

Trafford Council welcomed the proposal as part of its plans to regenerate the wider Trafford Wharf area.

But councillor Liz Patel said it would be up the club to fund a new stadium.

The club’s plans are a key element of Trafford Council’s Wharfside Development plans, which will go out to public consultation next week.

New stadium developments at Tottenham, Everton, and Manchester City have been highlighted by the council as good examples of how to regenerate an area and keep fans there for longer on match days.

Sir Jim told BBC sports editor Dan Roan that the 74,310-capacity Old Trafford had become “tired and in need of refurbishment”.

He said any plan to build a new stadium that could also be used as a national ground would require a “conversation” with the government about using taxpayer funds.

‘Great ambition’

Ms Patel, who is leading the council’s redevelopment plans, said a ‘Wembley of the North’ proposal “would be wonderful”.

“That is great ambition from Jim Ratcliffe and these plans match that in terms of the setting and the future of the area,” she said.

A new stadium built on adjacent land could cost around £2bn.

Ms Patel said the council would look for investment for the Wharfside plans, and “saw a role” for the council in “leading, guiding and securing” the funding.

“How United get together the finances for their own stadium refurbishment would be separate,” she said.

At a meeting of the council’s executive on Monday night, Ms Patel earned cross-party support for the regeneration plans, which could take up to 20 years realise.

She said Trafford Council had worked with Manchester United’s planning team to design improvements in the area for fans as part of the masterplan.

“We want to create a much more family-friendly space where people want to stay longer and have processional routes so it’s a lot safer for fans arriving on foot from tram stops or walking out from the city centre – as sometimes happens in European matches.”

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Marketing & Sponsorship

F1 Academy pens Tommy Hilfiger deal




The all-female F1 Academy series has agreed a partnership with global lifestyle brand Tommy Hilfiger.


  • Tommy Hilfiger will sponsor the entry of Spanish driver Nerea Martí
  • The brand will also design and provide all F1 Academy staff uniform


Tommy Hilfiger becomes the latest brand to support the upcoming season of F1 Academy, with Charlotte Tilbury and Puma already on board. There will be five designated partner liveries this season, in addition to each car supported by a Formula One team, which means there are two partnerships still to be announced.

This adds to Tommy Hilfiger’s existing partnership with the Mercedes Formula One team, first signed back in 2018, as well as its personal endorsement of Lewis Hamilton and, more recently, George Russell.


“Tommy Hilfiger is one of the most recognised global lifestyle brands, so it is a great honour to welcome them to F1 Academy as an official partner,” said Susie Wolff, managing director of F1 Academy.

“Tommy Hilfiger is fully invested in our mission to improve female representation in motorsport, and their global brand platform will appeal to those outside of the motorsport world and help us to reach new audiences.

“I would like to personally thank Tommy and his team for sharing our vision and supporting a talented young driver in Nerea Martí.”

Coming next:

The F1 Academy season gets underway in Jeddah, Saudi Arabia in support of Formula One’s Saudi Arabian Grand Prix from 7th to 9th March.

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Marketing & Sponsorship

Nascar ‘in talks’ over Xfinity sponsorship extension




Xfinity has been title sponsor of Nascar’s second-tier series since 2015, with the ten-year deal worth roughly US$200 million.

However, with that contract concluding at the end of this season, there are no guarantees that Xfinity will continue as title sponsor.

When the contract was first agreed, it made sense for Comcast to promote its newly launched Xfinity brand through NBC Sports, also owned by Comcast, which had signed a ten-year broadcast partnership with Nascar.

This media rights deal comes to an end this year but, with the second-tier Xfinity Series being carved out to The CW Network for US$800 million, the synergy between the two Comcast-owned properties is lost.

“It’s a little too early for us to give a really good answer on [whether the Xfinity Series asset is a necessity for a contract renewal],” Matt Lederer, vice president for branded partnerships and activation at Comcast, told SBJ.

“But I would say that as we’ve learned the sport over the last ten years, we’ve learned the ecosystem of Nascar has a lot of tentacles and there’s a lot of ways to engage with the fanbase.

“The Xfinity Series for us has been the gold star across all those areas, but it’s a little too early to say what a new deal would look like.”

In 2021, Comcast upgraded its Xfinity sponsorship deal with Nascar, becoming a premier partner of the Cup Series alongside Busch Light, Coca-Cola, and Geico. The brand also has a team deal with 23XI Racing, co-owned by National Basketball Association (NBA) icon Michael Jordan and current Nascar driver Denny Hamlin.

Lederer continued: “We’ve both had a strong relationship over the last ten years and I’ve said it many times, it’s been an extremely beneficial partnership to our brand and business and a very valuable partnership for the business and brand of Nascar.

“And what I would say is we’re really confident and optimistic that Nascar is doing all the right things to capitalise on all the changes going on within the racing industry as a whole, and we appreciate the changes that have been made over the last few years and the direction of the team and [Nascar President] Steve [Phelps] to further engage fans, find new fans – that’s fantastic and we share that optimistic view.

“Right now, we’re engaged with Nascar to explore what a potential continued relationship could look like across the sport as a whole.”

Nascar’s second-tier series moving to The CW Network will give Comcast pause for thought when considering this contract extension.

The CW is a largely unproven network when it comes to sports broadcasting, but its majority owner Nexstar has started to build a small rights portfolio, including LIV Golf and a package of 50 college football and basketball games from the Atlantic Coast Conference (ACC).

Whether this will be enough to convince Comcast to stick with its current arrangement or look for a restructured sponsorship deal remains to be seen.

With shifting consumer needs, the company could pivot towards its Xfinity Mobile brand, which was the primary sponsor on the 23XI Racing car of Tyler Reddick at Nascar’s last race at Atlanta Motor Speedway.

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