Highlights of the collaboration include fantastic initiatives, the sharing of values and principles and the creation of an eco-sustainable stadium
The relationship between Dacia and Udinese came to its conclusion following the last match of the 2022/2023 Serie A season. It was the end of a mutually fruitful 13-year journey which has seen Dacia's market share in Italy grow by over four points in the automotive market.
The bedrocks of the partnership, which began in the 2009/10 season, were the common values and perspectives shared by both institutions. Udinese are known for their scouting prowess which enables the club to be able to challenge bigger clubs, while the hallmarks of Dacia include their ability to respond to the real needs of customers, offering must-have cars with an ideal quality-price ratio. Throughout their collaboration both Udinese and Dacia went from strength to strength, the former consistently performing well in Serie A and often qualifying for Europe and the latter making waves in the automotive industry.
In addition to being Udinese’s main shirt sponsor, Dacia lent their name to the club’s new stadium, the first time the company had sponsored such a facility.
Dacia Arena was also the first example in Europe of an automotive brand gaining commercial naming rights. The stadium, itself the Italian flagship for sustainability, is the embodiment of the commitment to the environment that both companies pursue.
What’s more, the collaboration has seen Dacia scoop prestigious awards for their marketing campaigns carried out over the years and garner international recognition - including a Cannes Lion - for the originality and quality of their communication strategies.
The initiatives undertaken by Dacia and Udinese have touched on different themes involving the social fabric of the country by making artisanal producers, minor sportspeople, mothers, the world of work and communities the protagonists, with Udinese players and their stadium always having a strong presence in such initiatives. This feeling of inclusiveness unites Dacia and Udinese.
After having achieved all the objectives set in this collaboration and on the basis of Dacia’s new strategies which were announced a few months ago the company decided that it and Udinese would go their separate ways. However, the values and mutual respect which have been a strong part of the successful 13-year collaboration between both companies will live on.
ABOUT DACIA:
Founded in 1968 and launched in 2004 throughout Europe and the Mediterranean region, Dacia have always offered cars with the best quality-price ratio, constantly redefining what is essential. A groundbreaking brand, Dacia offer cars that are simple, versatile, reliable and in tune with the lifestyle of their customers. Dacia models have become a reference point in the automotive market: Sandero, the best-selling car in Europe every year since 2017; Duster, the best-selling SUV to private individuals in Europe since 2018; Spring, leader in accessible electric mobility; and Jogger, the family car. Operating in 44 countries, Dacia has sold more than eight million vehicles since 2004.