When large-scale retail enters the field: new partnerships between supermarkets, bookmakers and sport

On 28 August 2026, SSC Napoli announced the arrival of Sole365 as Official Supermarket Partner for the 2026/27 season.

With more than 120 outlets, the chain is a leading player in large-scale retail distribution in Campania and has chosen to link its brand to the region’s most followed team. Sport, with its ability to bring together large numbers, passions and communities, has attracted partners from the most diverse sectors over time: from bookmakers to large-scale retail and automotive brands, with collaborations that today go far beyond simple brand exposure. For large-scale retail, football and other sports have become one of the most effective channels for speaking to families and local communities. The models, however, vary greatly from one chain to another: some focus on the visibility offered by major clubs, while others prefer to work at grassroots level, in close contact with amateur sports clubs.

From bookmaker sponsorships to partner diversification

For a long time, companies connected to the betting world occupied an important place in sports sponsorships. Until a few years ago, in Italian football, the logos of operators of the best betting sites were almost a permanent presence on team shirts and on pitch-side banners in stadiums. One example is Unibet, which appeared as the common top sponsor on Serie B clubs’ shirts in the 2018/19 season under an agreement with the League. The Italian landscape changed, however, with the Dignity Decree of 2018, which introduced a ban on advertising, including indirect advertising, relating to gambling with cash prizes, extending it from 1 January 2019 to sponsorships as well. The legislation changed the sector’s commercial promotion opportunities and the way in which clubs and operators could structure their collaborations.

In the following years, the relationship between betting and sport continued to evolve through different agreements and partnership models. In July 2026, for example, SSC Napoli announced a two-year agreement with Eurobet.live, which became the Official Infotainment Partner of the club until 30 June 2028. Another case is that of Betsson.sport, presented as a brand dedicated to sports information and becoming Inter’s Official Main Partner in 2024, with its logo on the front of the shirt. Alongside these collaborations, companies from other sectors have also continued to invest in sport, choosing partnerships that serve different objectives: these include large-scale retail, which combines the visibility offered by competitions with initiatives aimed at families and local communities, highlighting its connection with the areas in which it operates.

From Sole365 to Conad: four different models

The agreement between Sole365 and Napoli, also covered by Distribuzione Moderna, stems from the desire to strengthen ties with local communities. Tommaso Bianchini, the club’s director general of business operations, spoke of two organisations rooted in Campania and ready to create initiatives for fans, while Antonio Apuzzo, managing director of AP Commerciale, described the partnership as the natural evolution of a brand born in the shadow of Vesuvius.

At European level, Lidl has chosen major competitions. Since the 2024/25 season, it has been a global sponsor of the UEFA Europa League and Conference League, with the Lidl Kids Team programme bringing children onto the pitch hand in hand with the players. In October 2025, the group renewed its commitment to women’s football as a partner of UEFA national-team competitions until 2030, with initiatives dedicated to young people, informed nutrition and girls.

Esselunga joined the Federazione Italiana Sport del Ghiaccio as Official Sponsor in the 2025/26 season, the Milan Cortina season, with a project also focused on young people. Its most far-reaching initiative, however, remains Amici di Scuola e dello Sport: launched in 2015 and open since 2023 to amateur sports associations and clubs, in its twelfth edition, from 7 September to 18 November 2026, it allows customers to donate digital vouchers with which clubs can request equipment free of charge.

Conad follows an even different model with Sosteniamo il Futuro dello Sport: holders of Carta Insieme or Carta Insieme Più receive a Digital Sports Voucher to assign to an ASD or SSD in their area, which uses it to choose products free of charge from the 2026 Sports Catalogue.

The value of sports sponsorships: visibility, audiences and local communities

Sports sponsorships represent a strategic investment for companies seeking to reach a broad audience and strengthen recognition of their brand. The figures confirm this: according to the European Sponsorship Association, in 2025 the European sports sponsorship market reached 24,79 billion euros, an increase of 5,9% compared with the previous year. In the same year, according to GlobalData, football sponsorships attributable to companies in the betting sector in the EMEA region reached an estimated value of 764,45 million dollars. Although serving different objectives, these investments harness sport’s ability to engage fans, create emotional connections and associate brands with shared events and passions.

For large-scale retail, this opportunity also translates into the possibility of supporting initiatives related to young people, health and local community participation. The figures from some programmes demonstrate the scale of this commitment: through Amici di Scuola e dello Sport, Esselunga has involved more than 7.500 amateur sports clubs and over 14.500 schools, helping to distribute more than 160 million euros’ worth of teaching materials and equipment over the various editions. Conad, meanwhile, through Sosteniamo il Futuro dello Sport, recorded more than 9.500 amateur sports associations and clubs enrolled and over 10,8 million Digital Sports Vouchers donated in the 2026 edition.

These initiatives harness the extensive presence of supermarkets and their everyday relationship with consumers to support local sports organisations. Alongside this dimension are partnerships with professional teams: the Sole365–Napoli case shows how large-scale retail can associate its brand with a club of strong regional appeal, strengthening its connection with the public.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.