Udine, 13 March 2026 - The Friuli Venezia Giulia Region, through PromoTurismoFVG, the organisation that deals with the promotion of tourism in the area, and Udinese Calcio S.p.A. have signed a new sponsorship agreement that will see the Io sono Friuli Venezia Giulia brand appear on the club’s shirts in the 2026/27, 2027/28 and 2028/29 seasons.
The renewal of the partnership, which began in the 2023/2024 season, is based on qualitative but also quantitative factors, such as the excellent brand visibility achieved through the sponsorship of Udinese’s matchday shirts. In recent seasons, Nielsen, which measures the economic value of a brand's media exposure during sporting events, has shown a return for the sponsor equal to almost three times the equivalent investment in national television media. The deal provides fantastic visibility for the Io sono Friuli Venezia Giulia brand, which has contributed significantly to the positive trend recently recorded by the entire regional tourism sector.
The renewal of the partnership, which began in the 2023/2024 season, is based on qualitative but also quantitative factors, such as the excellent brand visibility achieved through the sponsorship of Udinese’s matchday shirts. In recent seasons, Nielsen, which measures the economic value of a brand's media exposure during sporting events, has shown a return for the sponsor equal to almost three times the equivalent investment in national television media. The deal provides fantastic visibility for the Io sono Friuli Venezia Giulia brand, which has contributed significantly to the positive trend recently recorded by the entire regional tourism sector.
Udinese has always been an emblem of its local area as well as a model of absolute prestige on the national and international sports scene, thanks to a management team possessing a long-term vision and a successful business model. Udinese has been a permanent fixture in Serie A for 31 consecutive seasons and is now lauded as a benchmark club for sustainability, both within Italy and further afield. Notably, Udinese was recently awarded the 2025 De Sanctis Sustainability Award by the Italian Minister of the Environment at Palazzo Chigi. This accolade was bestowed on the club for integrating sustainability into its values and for the characteristics of Bluenergy Stadium, a facility designed for the future and which today serves as an example of innovation for prospective new stadiums across Europe.
Making use of the vast potential of football’s global influence, PromoTurismoFVG and the Udinese Calcio marketing team will continue to plan promotional initiatives in line with Friuli Venezia Giulia’s tourism approach, aiming to reach the billion and a half people who follow Serie A around the world and, in particular, the more than eight million followers of Udinese and its players on social media. In the short term, this endeavour will see the club engaged in the scheduling of events related to the celebrations for the 130th anniversary of the Udinese’s foundation, later on in 2026.
Making use of the vast potential of football’s global influence, PromoTurismoFVG and the Udinese Calcio marketing team will continue to plan promotional initiatives in line with Friuli Venezia Giulia’s tourism approach, aiming to reach the billion and a half people who follow Serie A around the world and, in particular, the more than eight million followers of Udinese and its players on social media. In the short term, this endeavour will see the club engaged in the scheduling of events related to the celebrations for the 130th anniversary of the Udinese’s foundation, later on in 2026.
The partnership is part of the broader strategy of taking advantage of regional sporting excellence to promote Friuli Venezia Giulia. It is linked to the values of sport and local area, and the Io sono Friuli Venezia Giulia brand will promote the visibility and recognition of the region on a national and international scale.
“The Friuli Venezia Giulia Region will continue to be Udinese Calcio’s main sponsor, and we’re ready to experience exciting times together,” stated Massimiliano Fedriga, president of Friuli Venezia Giulia. “It’s an honour to be able to support a historic club that for decades has stood out for its professionalism, values and strong ties to its local area. We have a long-standing partnership with the club in which we combine promoting our region with a unique identity message that is consistent with the Io sono Friuli Venezia Giulia brand. This is achieved through sport, a fantastic means of attracting visibility, which has a media impact that has given us excellent results so far. We hope that this will continue in the future.”
“Udinese is an authentic expression of what Friuli Venezia Giulia is all about and its values,” declared Franco Collavino, general manager of Udinese Calcio. “We’re particularly excited that this relationship will continue for a further three seasons as we’ve always felt the responsibility of being the standard-bearers of our region on the international scene. Our region is just as synonymous with excellence as it is for sporting continuity, innovation and the great work that’s been carried out at our stadium. This collaboration between the Friuli Venezia Giulia Region and our club provides added value that further benefits Friuli Venezia Giulia and strengthens our sense of belonging to the local area which, through our brand, we can help to boost all over the world.”