Roger Hampel
Launching for sale the 24/25 Pre-Match and Goalkeeper Jersey this week, Venezia FC has officially unveiled its entire 24/25 merchandise collection in collaboration with NOCTA. But there’s more to the story. Alongside this exciting launch, the club has brought back the iconic “Città di Venezia” branding on all jerseys available in its official store, offering fans the chance to wear a sponsor-free design that reflects the club’s deep connection with the city of Venice, while also creating a unique fashion product.
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“Città di Venezia” Returns to Fan-Favorite Jerseys Venezia FC NOCTA
Venezia FC’s decision to continue to feature “Città di Venezia” instead of sponsor logos on jerseys available in stores marks a continuation of the club’s strategy to preserve its Venetian identity. While the club maintains close relationships with its local sponsors, the jerseys sold to fans prominently display the city’s name rather than commercial branding. This subtle yet powerful choice underlines the club’s commitment to its roots, while leaving room for broader commercial growth in the future.
Venezia FC's jerseys during the game
Venezia FC's jerseys in the official shop
A Follow-Up to the Club's Thoughtful Sponsorship Strategy
In January 2024, in an exclusive interview with Roger Hampel, from Football Business Journal, Venezia FC President Duncan Niederauer discussed the club’s sponsorship strategy and its efforts to balance commercial expansion with preserving its unique identity. At the time, he highlighted the club’s decision to feature “Città di Venezia” on its jerseys during the 23/24 season, despite having sponsorship opportunities.
Duncan Niederauer: “Last year, we played in the jersey branded with ‘Città di Venezia’ rather than a sponsor—it wasn’t due to a lack of sponsorship deals but part of a plan to incrementally enhance the brand’s appeal. This will, in turn, elevate the brand’s value in the future.”
The “Città di Venezia” branding in the 24/25 jerseys continues this thoughtful approach. Fans can now enjoy a jersey that remains true to the club’s heritage, free from external sponsor logos, emphasizing the club’s authentic connection to Venice.
Duncan Niederauer further explained the club’s unique approach to sponsorships:
“In our shops, we’ve agreed with our sponsors that we’re not obligated to display their logos. Sponsorships are primarily for media attention during televised matches. Some fans prefer jerseys with sponsor logos, but the majority want them to feature ‘Venezia’ or ‘Città di Venezia’ only.”
This agreement highlights Venezia FC’s dedication to giving fans a choice while ensuring that the club’s core identity remains at the forefront.
A Unique Approach to Branding
Venezia FC’s decision to feature “Città di Venezia” on jerseys sold to fans is a rare and bold move in professional football. This approach is part of the club’s larger goal to cultivate a strong, authentic brand that resonates with both local and international supporters. By offering jerseys with minimal commercial interference, Venezia FC provides a product that speaks to fans’ desire for authenticity and their connection to Venice itself.
While maintaining loyal partnerships with local sponsors, Venezia FC is also positioning itself for future growth by carefully selecting when and where to display commercial branding. The decision to emphasize “Città di Venezia” aligns with the club’s broader mission to build long-term value and strengthen its brand identity over time.
Photo Credit: Venezia FC
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