Hi Sean,
at a guess it is BT in Italy sponsoring that team , they might have the freedom to do that.. They realise it gets them a lot of exposure as it is so popular where as here .... every one wants to watch the same 3 or 4 footy teams at the top while all the rest play for the scraps or just try to survive in the so called premiership...
cheers,
brian ( not a footy fan ! )