by Maximiliano Crocamo
The regional government of Friuli Venezia Giulia has renewed its sponsorship agreement with Udinese Calcio for another three years, ensuring that the tourism brand “Io sono Friuli Venezia Giulia” will remain the main sponsor on the team’s jerseys.
The renewal was announced Friday during a news conference at the Bluenergy Stadium attended by the regional governor, Massimiliano Fedriga; the regional councilor for tourism and productive activities, Sergio Emidio Bini; the club’s general director Franco Collavino; and the club’s owner, Gianpaolo Pozzo.
Regional officials described the partnership as a key tool in promoting the northeastern Italian region internationally through sport. According to data presented at the event, the sponsorship has generated about 45 hours of television exposure in domestic competitions and more than 100 million social media views, with an estimated promotional value of about €6 million.
Officials also cited broader visibility linked to major events held in Udine, including the 2025 UEFA Super Cup, as contributing to increased attention for the region.
Bini said the collaboration between Udinese and PromoTurismoFVG, the region’s tourism agency, has produced tangible benefits for tourism promotion.
Regional leaders added that they are exploring further initiatives and events with the club as part of a broader strategy to strengthen the connection between sport, tourism and regional identity.
