Car manufacturers Mazda are close to a deal to sponsor Fiorentina, according to La Gazzetta dello Sport.
The club's current arrangement with the Save the Children charity is due to expire on New Year's eve.
It remains to be seen whether the deal will be extended until the end of the season, but in the meantime Fiorentina have opened negotiations with Mazda.
The Della Valle family are looking to bring new revenue into the club and have caught the Japanese company's imagination.
La Gazzetta understands negotiations will continue into the New Year, but they also expect Mazda to appear on Fiorentina's shirts next season.