Italy's second-tier football division, Serie B, is to be rebranded Serie Bwin after agreeing a two-year sponsorship deal with the Austria-based internet betting firm Bwin.
Effective immediately, the title sponsorship deal with the Lega Serie B's 22 teams will run until the end of the 2011-12 season.
After agreeing a breakaway from the top flight of Italian football, Serie A, the new agreement with the betting company is the first to be made since the leagues' official separation this month.
The new logo, which was designed by RBA Group, name, sponsorship deal and the official league website - www.legaserieb.it - were unveiled at the Lega Serie B's headquarters in Milan this morning.
"The breakaway with Serie A was consensual," stressed Lega Serie B President Luca Ferrari. "The newly created Lega Serie B has already faced many challenges and there will be others in the future, but with Bwin by our side we can achieve great things."
Bwin Italy's chief executive, Paolo Di Feo, added, "We are delighted to be working alongside the new Lega Serie B in this exciting new adventure. Today, with the advent of Serie Bwin, we are facing a very exciting new challenge, giving us real contact with local people, the chance to support a competition strongly linked with the Italian tradition and in which we will pay particular attention to the youth."
The sponsorship deal, along with the successful sale of the domestic collective television rights for Serie B to Sky Italia and Dahlia TV, will bring much-needed revenue to a division which has been under severe financial pressure for several years.
The 2010-11 season is scheduled to kick off on August 22.
Source: Lega Serie B