Sanremo 2022, that of the return to normality (at least hopefully), loses the “sole sponsor” of the latest editions of the Italian Song Festival: Tim, a telephone company that in recent weeks is experiencing a very special moment in its corporate history, with the takeover bid for Kkr and the consequent effects on the internal equilibrium of the shareholder structure, on the Vivendi side. This was revealed by Il Messaggero who quantifies the value of the contribution to the event of the big telephony player at 8.5 million euros. A defection that, however, would not create too much concern in Rai Advertising.
Backfire with Wind
“There will be no more Tim but there is a queue to sponsor Sanremo 2022”, a source close to the organization of the Festival reveals to the agencies. On the contrary: according to a very suggestive hypothesis, Tim’s departure could herald a return of Wind, a competitor of which Fiorello is historically testimonial, alongside the artistic director Amadeus for the third consecutive year. “The advertising spaces related to Sanremo are always in great demand, there is no concern,” adds the source. Just the end of a marriage with the telephone company that has been a sponsor for the past five years, four of which have been sole sponsors.
Turnover of 38 million
Indeed, Tim’s absence would have created a certain ferment among the companies in the same sector that in recent years had not been able to access the festival showcase, precisely because of the role of sole sponsor of the Italian telephone and telecommunications company. And at Rai Pubblicità the atmosphere would be absolutely calm and confident. On the other hand, last February, the festival’s advertising turnover closed at 38 million euros, one more than the previous year and, against costs of around 16 million euros, brought over 20 million euros to the Rai coffers. active.
