‘The Friulians’-Dacia partnership come of age



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Udinese Calcio new stadium branding Image: Udinese Calcio

The Romanian car manufacturer Dacia has showcased the overhaul of its brand identity with Serie A club partners Udinese Calcio (Italy).

The ‘fcbusiness’ stated that Udinese Calcio officially opened its new Stadio Friuli in 2016, sponsored by Dacia. The modern, multifunctional structure was designed not only for fans, but also for businesses and families.

Udinese Calcio, commonly referred to as Udinese, is an Italian football club based in Udine, Friuli-Venezia Giulia, that currently plays in Serie A. It was founded on November 30th, 1896 as a sports club, and on July 5th, 1911 as a football club.

The Dacia Arena is an all-seater football stadium in Udine, Italy, and the home of Serie A club Udinese. The stadium was built in 1976 and has a capacity of 25,144. It is sponsored by Romanian car manufacturer Dacia.

The ‘fcbusiness’ further stated that construction work began in June 2014 and the first match was held in January 2016, in front of a full house and bearing a new name – a first in Italian football the home of a Serie A football club taking on the name of its sponsor.

Since then, the link between Udinese Calcio and Dacia, a partnership which began in 2009, has gone from strength to strength, and there have been countless opportunities for the football club and the car brand to show the greatness of their collaboration.

Thirteen years down the line, the Dacia Arena is hosting the presentation of Dacia’s new brand identity to the Italian public.

Unveiled in June, to coincide with the digital reveal of the new Dacia Duster facelift, the first physical realization of the new brand identity was then presented in Italy in July, to coincide with the unveiling of Udinese’s new away shirt, followed by the presentation of the home shirt in August on social media and digital platforms.

Thanks to the dynamic and decisive approach that sets Dacia and Udinese Calcio apart from the rest, Dacia’s new brand identity will be revealed for the first time in Italy and Europe at the Dacia Arena, thrusting the location into the world spotlight.

The logo, which is the fundamental element of its new visual identity, inspires strength and stability from the very first glance and is a clear nod to the strength of the bond between Dacia and Udinese Calcio.

The simple yet precise emblem links the letters D and C, two separate components that connect and form perfect symmetry to create a link in a chain, symbolizing solidarity and strong bonds. The graphic design is deliberately minimalist, to remind one that Dacia is a brand that focuses on purely what’s essential.

The new brand identity is also reflected in the colors (khaki green, terracotta, sand, orange, and brilliant green), a nod to the outdoor world that surrounds us, an important reference point for Dacia customers and where the brand’s vehicles such as the iconic Duster make full use of their capabilities.

Commented Magda Pozzo, daughter of Udinese owner Gianpaolo Pozzo, “I would like to thank Dacia and the Renault Group for giving us the opportunity to express our passion alongside them. We are honored to have been chosen for this great event, the first of which since the pandemic began. Finally, we are moving back towards normality, including the business world. This sends out a strong and optimistic message to Udine, Friuli and Italy.”

She added, “Dacia’s support over time has helped to give us the awareness of our strength and the confidence to build an amazing stadium like the Dacia Arena. Ethical relationships, respect for people, due care to the environment, an attitude to innovate: There are many characteristics and values that we have in common. We are committed to them together, today and in the future.”
 

Dacia Arena

 

Architectural marvel

The ‘Udinese Calcio’ stated that futuristic architecture and multifunctionality are seamlessly merged at the groundbreaking Dacia Arena. Besides rebuilding the stands behind each goal and the Tribuna Distinti (the East Stand), a total refurbishment of the West Stand was also a key part of the club’s project.
 

In the pitch of action

The Dacia Arena was designed to allow fans to get as close to the players as possible. There are no barriers separating supporters from the pitch because the stadium is and must be a safe space suitable for children and families too. All 25,132 seats are covered and have been designed to offer stunning views at all times. The team dugouts feature a special system ensuring the view of the pitch is never encroached upon.
 

Big-ticket events

The ‘Udinese Calcio’ further stated that the Udinese’s home for 40 years has also hosted other sporting and international events. Besides regular Serie A fixtures, some games of Italia 1990 (1990 FIFA World Cup™ which took place in Italy) took place here, as well as other matches involving the Italy national team.

In 2005-2006, Dacia Arena staged Champions League football, as Udinese took on FC Barcelona (Spain), the 2. Bundesliga team SV Werder Bremen (Germany) and the Greek professional football club Panathinaikos F.C. (Greece) in the club’s only venture into Europe’s elite club competition to date. The venue has also played host to several high-profile concerts, with the likes of Vasco Rossi (Italian singer-songwriter), Luciano Ligabue (Italian singer-songwriter), Bruce Springsteen (American singer-songwriter), Madonna (American singer-songwriter), AC/DC (Australian rock band), and Metallica (American heavy metal band) filling the stands in recent years.
 

Right ambience

Dacia Arena can provide the perfect setting for work meetings. Arranging to meet team managers, partners, collaborators, agents, distributors, and clients at one of the most modern stadiums in Europe is the ideal way to showcase your company’s vision, future plans and targets.
 

Façade factor

The stadium will soon be completed from an aesthetic point of view – thanks to a new façade on the West Stand – as part of the pre-existing structure has not yet been rebuilt. The restyling of the façade will ensure the arena has a consistent image and offers top-quality services in the corporate hospitality areas.
 

Dedicated spaces

Dacia Arena is spread across three levels. On the ground floor, there will be a fitness center, sports shops, family services, and leisure areas. Level One is dedicated to the matchday experience and will soon also be home to the Museum for Sport in Friuli. Other event-related services are planned for Level Two, as well as offices for connected bodies, such as the Friuli-Venezia Giulia branch of the Italian National Olympic Committee.
 

Business hub

Given that the stadium has been designed as a hub for sportspersons and families, the businesses and services located here are available every day. The new stadium offers companies a range of desirable options for hosting major business meetings and events.

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