Sport & business

SisalClub is the title sponsor of the Serie A basketball league

New title sponsor for Italia’s top basketball league. Three-year agreement with the League

by Gianluca Brazzioli

31 July 2026

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Pallacanestro Trieste’s Francesco Candussi in action during the match Germani Brescia - Pallacanestro Trieste match of Playoff Lega Basket Serie A 2025/2026 - Quarter Finals Game 5 in Brescia (Italy), May 25, 2026 (Photo by Doniselli/Ciamillo/LaPresse)

2' min read

Key points

The new title sponsor
After six seasons, the Unipol era comes to an end
Audience growth
Basketball League and Infront

2' min read

It will be called Serie A SisalClub. The top Italian basketball league is changing its name and title sponsor for the 2026/27 season following a three-year agreement reached by the Lega Basket with the support of Infront, the competition’s commercial advisor. The partnership will run until the 2028/29 season.

The new title sponsor

The SisalClub brand is the betting company’s editorial project and is dedicated to sport and entertainment: ‘Sport, music and pop culture’, as stated on its Instagram page.

Originally centred on football, the portal is now looking to expand into basketball: “Basketball is one of the most popular and widely played sports in Italia, and it’s a constantly evolving sport,” explains Marco Tiso, managing director of Sisal Italia.
The aim, he adds, is to make available to the League “our ability to create innovative content, experiences and initiatives” in order to engage a growing number of fans.

After six seasons, the Unipol era comes to an end

The agreement brings to a close Unipol’s long-running sponsorship, having been associated with Serie A since the 2020/21 season and having exercised its option to remain title sponsor through to 2025/26. Six consecutive seasons – one of the longest-running sponsorship deals in the league’s recent history.

The change comes at a time when commercial revenue is expanding. In September 2025, Infront reported a 150 per cent increase in sponsorship revenue since the start of its partnership with the LBA, accompanied by the arrival of new partners such as Geely, Amadori, Locauto and Lotus Watches.
Since 2022, Sisal has been part of the Flutter Entertainment group, which acquired it from the CVC fund for €1.913 billion. The Irish group also controls international brands such as FanDuel, PokerStars, Betfair and Paddy Power, and regards Sisal as one of its key brands on the Italian market.

Audience growth

The new sponsor is joining a league that has seen its audience grow steadily over the past season. Across the 210 matches of the 2025/26 regular season, 1.72 million spectators attended the games, averaging 4,105 per match: 3.6 per cent more than the previous year and essentially the same level as the best result recorded since the 1990s.
Venues achieved an average occupancy rate of 76 per cent, whilst revenue from the regular season rose to €13.39 million, an increase of 8.4 per cent on the 2024/25 season.

Basketball League and Infront

“We want to launch a new communication model that puts our clubs and fans at the centre,” says League President Maurizio Gherardini. For the LBA, the agreement should result in greater “visibility and strength” and increased recognition of the league.

According to Alessandro Giacomini, managing director of the consultancy firm Infront Italia: “The arrival of SisalClub represents a significant step” towards strengthening the league’s standing and appeal.