Contract details
Start date:
Status:
2011
Main partner
Inventory:
Leagues and Tournaments:
Front of shirt
SSC Napoli and MSC Cruises: Inside a Decade-Long Strategic Sponsorship
The partnership between SSC Napoli and MSC Cruises began in July 2011 with a bold initiative: to bring together the city’s maritime pride and its beloved football club under a single vision. MSC’s logo first appeared on Napoli’s shirts in Serie A, Coppa Italia, and European matches during the 2011–12 season.
The deal was announced on board the MSC Splendida, docked in Naples, with CEO Pierfrancesco Vago and Napoli President Aurelio De Laurentiis in attendance. The event coincided with the presentation of new midfielder Gökhan Inler.
The wind is our guide
— Official SSC Napoli (@en_sscnapoli) March 27, 2024
The sea is our route
The sand is our landing
Celebrating a passion that unites the world with SSC Napoli and MSC Cruises’ new limited-edition Everywhere Jersey 💙
👉 https://t.co/KpT5V3HthO#MSCCrociere #ForzaNapoliSempre #FromNapoliToTheWorld pic.twitter.com/5HPga2l8s2
Creative Activations: Blue Cruise and Fan-Centered Experiences
In 2012, the collaboration set a new standard with the “Blue Cruise” aboard the MSC Fantasia. This themed cruise allowed fans to travel from Naples to Palermo, Tunis, Barcelona, and Marseille while engaging in football-related activities, training sessions, and events with Napoli players and staff. It created an immersive fan experience that merged travel and sport in a new way.
Activations included stadium contests, loyalty rewards for fans, the Napoli Junior Camp, and themed tournaments. MSC also supported gamified digital campaigns and VIP cruise packages for Napoli supporters.
Rebirth of a Sponsorship and Elevated Branding
After concluding their initial deal in 2014, MSC and Napoli reunited five years later. In 2021, the agreement was extended once again, keeping MSC present on Napoli kits and advertising boards inside the Diego Armando Maradona Stadium.
The 2023 agreement marked a pivotal shift: following the end of Acqua Lete’s 18-year sponsorship run, MSC’s logo was elevated to the primary front-of-shirt sponsor spot. From Serie A and Coppa Italia to the UEFA Champions League, MSC branding became central to Napoli’s visual identity.
2024’s “Everywhere Jersey”: Football Meets the World’s Ports
On March 27, 2024, SSC Napoli and MSC unveiled a limited-edition “Everywhere Jersey” inspired by global maritime routes. The design incorporates a stylized map connecting Naples to key MSC ports like Dubai, Miami, and Copenhagen. The compass rose and wave-patterned texture reinforced the brand’s maritime storytelling.
This jersey, limited to 2,023 units, honored Napoli’s third Scudetto and was celebrated as a premium collector’s kit. The club’s global kit sponsor EA7 contributed to the technical design, combining poly-elastic materials with modern aesthetics.
Branded Content and Social Media Engagement
In the 2023/24 season, Napoli released a branded video highlighting all club sponsors, with MSC at the forefront. MSC features in player of the month polls (e.g., Giovanni Di Lorenzo in August), branded match highlights, and cross-promotion campaigns. Napoli leverages the cruise brand across Facebook, Instagram, and in stadium media.
In return, MSC Cruises has used Napoli branding for global campaigns, such as their “For a Greater Beauty” initiative, which combines sustainability messaging with luxury travel. This cross-industry collaboration extends both brands’ reach beyond Italy.
2024/25 Kit Launch and Cultural Storytelling
On July 5, 2024, SSC Napoli unveiled their new home kit and club identity. A launch video paid tribute to Neapolitan pride, blending iconic cityscapes—Spaccanapoli, Quartieri Spagnoli, and Ipogeo dei Cristallini—with emotional storytelling. A new club font “BE NAPOLI” was introduced, conveying boldness, passion, and the club’s deep roots.
The 2024/25 home kit, designed by EA7, includes a minimalistic crest with a 3D silicone effect, ribbed V-neck details, and a stylish monochrome aesthetic. The MSC logo remains a key element of this design, reinforcing the brand’s commitment to sport and culture.
About MSC Cruises
MSC Cruises is headquartered in Geneva, Switzerland, and is owned by the Mediterranean Shipping Company S.A. As of 2018, it ranked fourth among cruise companies by passenger volume (1.87 million passengers) and fifth in profit share ($3.14 billion). Its global fleet and brand presence position it as a leader in experiential marketing within the sports world.
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