Rai Pubblicità announces sponsors for 76th Sanremo Festival with new and returning brands
Costa Crociere, Eni, Suzuki and TIM return as main partners; Air Wick, Eurospin, L'Oréal Paris and Rowenta debut.
January 28, 2026
Rai Pubblicità has announced the sponsor lineup for the 76th edition of the Sanremo Festival, confirming a roster of established partners while introducing new brands to the annual Italian music event.
Costa Crociere, Eni with Enilive and Plenitude, Suzuki and TIM have renewed their positions as Main Partners of the festival. Generali and Cioccolato Novi also return as partners for the edition.
Four brands are making their debut as partners: Air Wick, Eurospin, L'Oréal Paris and Rowenta. Their addition expands the cross-sector dimension of the event, according to Rai Pubblicità leadership.
Luca Poggi, chief executive of Rai Pubblicità, is overseeing the announcement of the sponsor partnerships. In the coming weeks, detailed information about brand activations will be unveiled as part of "Tra palco e città," described as the largest brand integration project developed by Rai Pubblicità.
The "Tra palco e città" initiative has transformed Sanremo over the years into a distributed event capable of engaging the entire city and audiences present on the territory. Radio Italia solomusicaitaliana, Radio Kiss Kiss and other radio editors will also have a presence during the festival.