As we know, Calcio Catania changed its technical sponsor, we refer to the switch from Givova to Nike, even though we are talking about an agreement made with an important supplier of Nike technical products based in Lazio (LineaOro Sport).
Merchandising is important because: a new look attracts customers; current customers buy more; and it increases impulse sales, seasonal items, the number of products stocked, market share, and customer awareness of product lines. These are some of the reasons of this unexpected switch.
President of SIGI, Giovanni Ferraù, talked about this aspect in the last press conference:
“Agreement with Nike? It is a technical sponsor of international standing and our players will wear it on the shirt. For us it is an added value, the idea was born because we could continue with Givova but their behavior was a bit ambiguous so if there is a lack of trust, if you change something that is not provided in the contract, the need to continue together fails“