By Federico Calabrese
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In a football landscape increasingly shaped by big money, Udinese continues to stand out for its sustainable model—built on balanced books, talent development, and, above all, a solid network of sponsors that play a significant role in the club’s economic stability. For the 2025/2026 season as well, the Friulian club has renewed key partnerships and introduced new ones, proving its strong commercial appeal, especially on the local and national level.
The Main Sponsor
The main sponsor, prominently displayed on the front of the official kit, remains the institutional brand “Io sono Friuli Venezia Giulia”, a project promoted by the regional government to strengthen the link between sport, territory, and cultural identity. This is a strategic and symbolic choice: more than just a logo, it’s a manifesto that tells the story of the deep connection between the club and its region. The deal brings in an estimated €1.2 million per year for Udinese—not an eye-popping figure compared to Italy’s top clubs, but a valuable contribution to maintaining a healthy and sustainable balance sheet.
What’s New
One of the most notable additions for the current season is the introduction of bet365 Scores as the sleeve sponsor—the brand now appears on the left sleeve of the match shirt. The deal is estimated to be worth around €300,000 for the 2025/26 season, strengthening the connection between football and the betting industry, while still maintaining a sober and regulated profile in line with current legislation.
On the technical side, the long-standing collaboration with Macron continues. The Italian brand supplies all the club’s sports gear and has renewed its partnership for several more seasons, reaffirming the alignment between two entities focused on quality and identity. In addition to the match kits, Macron also supplies apparel for the youth teams, staff, and other club-related activities.
Additional Deals
Another noteworthy agreement is with Crich, a well-known Veneto-based brand specializing in snacks and baked goods, which has acquired the rights to sponsor Udinese’s training and pre-match kits. Crich’s presence is emblematic of Udinese’s commercial strategy: building a network of partners who are not just sponsors but strategic allies—often local—who share a mutual vision for growth and promotion.
Overall, Udinese’s sponsorship portfolio consists of a diverse range of players: local businesses, national brands, emerging companies, and public institutions. This broad-based model, while not yielding enormous individual revenues, allows for risk distribution and meaningful financial stability. Most deals are multi-year agreements, often including performance-based clauses linked to sporting results, Serie A participation, TV exposure, and media impact.
There are also innovative partnerships with companies involved in energy and sustainability. A prime example is Bluenergy, which holds naming rights to the stadium and works with the club on energy efficiency projects and the promotion of renewable energy. These types of collaborations mark a new frontier in sports marketing, where clubs are not just selling advertising space but acting as platforms for values, innovation, and social responsibility.
The Financial Picture
From a financial standpoint, revenue from sponsorships and commercial activities represents a significant share of Udinese’s budget. According to the most recent figures, the club reported a positive EBITDA of around €13 million, with sponsorship and merchandising income playing a central role. Commercial revenue—which also includes stadium events, hospitality, and licensing—is becoming the second most important revenue stream after broadcasting rights.
However, this balance remains fragile. For instance, in the event of relegation, sponsorship revenue could drop significantly. According to some estimates, the deal with the regional main sponsor includes a clause that would reduce the amount paid by roughly 30% if the club loses its Serie A status. This clearly shows how much sporting performance still influences the commercial sustainability of even the most virtuous clubs.
Final Thoughts
Ultimately, Udinese’s sponsorship system today stands as an interesting model for mid-tier clubs: sustainable, deeply rooted in its territory, yet open to innovative collaborations. Rather than chasing big international brands, the Friulian club builds commercial relationships that align with its identity. And in a world of football where money often seems to be the only language spoken, finding a way to blend financial discipline, local identity, and genuine passion is no small feat.
