Genoa CFC and Decathlon Sign Two-Year Technical Partnership Covering First Team, Women’s and Youth Sides.

Roger Hampel

Image: Genoa CFC

Decathlon and Genoa CFC have announced a two-year commercial partnership that will see the global sports equipment group become the Official Training Gear Partner of Italy’s oldest football club for the 2025/26 and 2026/27 seasons.

Under the agreement, Decathlon will supply technical training apparel, accessories, and equipment for Genoa’s men’s first team, women’s team, and youth academy, marking a broad-based technical collaboration rather than a single-team sponsorship.

Commercial Activation and B2B Integration Genoa CFC

Beyond technical supply, the partnership includes a structured commercial and activation framework. Planned elements include:

• B2B loyalty benefits for Genoa’s partner network

• Joint digital content and promotional messaging across official club channels

• Marketing, visibility, ticketing, and hospitality rights for Decathlon’s corporate and consumer audiences

This structure reflects a shift toward ecosystem-based partnerships, where technical supply agreements are combined with commercial rights, content integration, and partner-network activation.

Executive Comments

Genoa General Director Flavio Ricciardella framed the agreement as part of the club’s development strategy:

“Within our development plans, we are proud to rely on the excellence and know-how of a partner of this level, rooted in the territory and capable of providing technical training solutions for our teams and athletes.”

From Decathlon’s side, B2B Partnership Leader Luigi Boccia highlighted the relevance of the partnership for the brand’s professional positioning:

“This partnership strengthens the credibility of our products in the professional sector; Decathlon materials will meet the demands of professional football and the youth sectors connected to it.”