Joma Returns to Fiorentina and Strengthens Its Presence in Serie A from 2026
Spanish sportswear brand Joma has announced a technical sponsorship agreement with ACF Fiorentina, valid from the 2026-2027 season. The deal revives a partnership the two parties had previously maintained — and arrives at a moment when the company is accelerating its expansion across European football.
A Reunion with History
This is not the first time the Florentine club has worn Joma. The new partnership reactivates a prior relationship between the two parties, which facilitates the negotiation and gives the deal a symbolic dimension beyond the purely commercial. For Fiorentina’s general director, Alessandro Ferrari, the choice was not random: according to him, the club “shares the values of the new technical partner” and sees in the agreement “the beginning of a solid and lasting alliance”, with the prospect of accompanying the team’s growth both in the Italian league and in European competitions.
The new Viola kit’s name — “anche l’arte si veste” — translates as “art also dresses”, in Italian. A name that sits well with the city’s cultural weight.
Italy as a Strategic Market
Before Fiorentina, Joma already equipped Torino and Hellas Verona in Serie A. With the addition of the Tuscan club, the brand consolidates a relevant presence in Italian football — a market that the company’s CEO, María López, classifies as a priority in the global growth strategy.
The company, founded in 1965 by Fructoso López in the town of Portillo in Spain, now sponsors more than 300 professional teams worldwide. Its footprint across the five major European leagues is already a reality: in LaLiga it dresses Villarreal, Real Sociedad and Getafe; in Ligue 1, Lorient; in the Bundesliga, TSG 1899 Hoffenheim; in the Premier League, Brentford. And now, with Fiorentina, it deepens its roots in Italy.
Expansion that Goes Beyond Europe
The move with Fiorentina is not an isolated case. Over recent decades the company has built a global portfolio that goes far beyond Italy or Spain, including partnerships in South America, Africa and Asia. The company bets on clubs with strong local identity and international projection — and the Viola, as the Florence club is nicknamed for their traditional purple shirt, fits that profile perfectly.
For a brand competing in a segment dominated by giants like Nike and Adidas, every partnership of this kind counts. Dressing a team that competes in Serie A and in Europe represents qualified visibility — and, in the case of Fiorentina, a platform with a consolidated audience both in Italy and beyond it.
