Serie B announces Chery as new official automotive partner
According to Tuttomercatoweb.
Why this matters
The partnership between Lega Serie B and Chery represents a significant step in the modernization of the Italian second division championship. This agreement not only reinforces Serie B's image on the international stage, but also highlights the importance of innovation and sustainable development in sport. The presence of a world-renowned automobile brand like Chery can attract new fans and investors, benefiting the league's clubs.
Main conclusions
- Serie B announces Chery as new official automotive partner.
- Chery will be the official automotive partner of Lega Serie B from 2026/27, in an agreement that the Italian League frames as part of its commitment to innovation and sustainable development.
- La Serie B announces, Chery new official automotive partner.
Lega Serie B announced a new partnership with Chery, one of the largest car manufacturers in the world, which will become the Official Automotive Partner of the Italian second division championship from the 2026/27 season. The agreement, made public in Rome, marks the Chinese brand's entry into the Italian football ecosystem with a prominent role in the competition.
In a statement, the race organizers emphasize that the collaboration with Chery “marks the beginning of a project that unites two realities with a future-oriented vision, capable of combining avant-garde and sustainable development”. For the League, this is a step that reinforces the strategy of modernization and getting closer to global brands with a strong commitment to innovation.
Paolo Bedin, president of Lega Serie B, highlighted the impact of the agreement on the image and growth of the competition: "We are proud to welcome Chery into the Lega Serie B family. The choice of an automotive group of global relevance confirms the credibility and attractiveness of our championship also at an international level. We share the desire to invest in territories, value communities and promote innovation as a driver of growth. We are certain that this partnership will generate value for both parties and offer new opportunities to our clubs and countless fans who follow the championship.”
On the automotive brand's side, Nicola Marsala, business director of Chery Italia, highlighted the strategic importance of the transalpine market and the affinity of values with the competition: "We are very pleased to start this collaboration with Lega Serie B, a reference in Italian football that shares with Chery fundamental values such as innovation, growth and proximity to territories. For us, Italy is a strategic market and this partnership represents an important opportunity to reinforce the dialogue with millions of fans, following the launch of the Chery brand and the development path of the our group in the country.”
Serie B, a traditional platform for affirmation for historic clubs and young talents in Italian football, has expanded its reach and professionalization, looking for new sources of revenue and activations with global partners. Partnerships of this type usually translate into visibility in the competition's stadiums and digital platforms, promotional initiatives with fans and, sometimes, logistical and fleet support for the League and club structures, always with a focus on efficient and sustainable solutions.
Although the agreement will only come into force in the 2026/27 season, the announcement this far in advance highlights long-term planning and the intention to design activations that reinforce the connection between the competition and fans across the country. Lega Serie B thus hopes to enhance its brand in an international context and consolidate its position as an attractive championship for investors and reference brands on the global panorama.
What happens next
With Chery taking on the role of official automotive partner from the 2026/27 season, Lega Serie B is expected to implement initiatives that promote innovation and sustainable development. Collaboration may include events and campaigns that bring the brand closer to fans and local communities. Furthermore, the league will be able to explore new marketing opportunities and partnerships that enhance the growth of football in Serie B.
Frequently asked questions
What happened to Lega Serie B?
Lega Serie B announced a new partnership with Chery, which will become the Championship's Official Automotive Partner from the 2026/27 season.
Who confirmed the partnership between Lega Serie B and Chery?
The partnership was confirmed by Lega Serie B in an official statement and by president Paolo Bedin.
Why has the partnership with Chery been announced now?
The partnership is seen as an important step towards the modernization of Lega Serie B and closer contact with global brands, with a focus on innovation and sustainable development.
What changes will the partnership with Chery bring to Lega Serie B?
The partnership aims to generate value for the competition, offer new opportunities to clubs and value local communities.
What is Chery's role in Lega Serie B?
Chery will act as the official automotive partner, standing out in the Italian football ecosystem and contributing
o for the image and growth of the competition.