Betsson Group has announced a new partnership with Italy Serie A football club Inter Milan, linking up with the team through its Betsson Sport “infotainment” media brand.
As the official main partner of Inter, Betsson Sports branding will appear on the front of the team’s shirt. The deal will run for four seasons, beginning with the 2024-25 campaign.
Inter describes the deal as the biggest shirt sponsorship agreement in the club’s history.
Gambling advertising is currently prohibited in Italy, with the country having a blanket ban in place. However, the deal is focusing on Betsson’s infotainment offering rather than its sportsbook brand.
With this approach, the partnership forms part of the Betsson Sport Club project. Inter bills this as an “an initiative created by Betsson Sport that aims to promote participating clubs”.
According to the Betsson.Sport website, the project was formed “with the aim of supporting large and small clubs throughout Italy and uniting them under a single common denominator: the passion for sport”.
The project also features Serie A team Napoli.
As part of the deal, Betsson Sport will “tell the stories of Nerazzurri players and demonstrate the passion that drives them and motivates them,” a Betsson statement said.
Betsson Italy chief hails “historic” partnership
Speaking about the deal, Stefano Tino, managing director of Italy at Betsson, said he is proud to begin the partnership.
“This agreement will not just bring prestige to both parties but also offers Betsson Sport the opportunity to team up with a club that this season once again displayed the commitment and determination that are the hallmarks of its storied success,” Tino said.
“It’s an honour for us have Inter as one of our partners. It’s an historic moment for us, the club and all the fans.”
Inter’s corporate CEO Alessandro Antonello added: “We’re delighted to welcome Betsson Sport into the Nerazzurri family thanks to this historic agreement which will see their logo on the front of our shirts.
“This partnership brings together two brands that have the same passion for sport and its development at all levels. It will also allow our fans to have a new touchpoint where they can express their love for Inter.”
Advertising its brand without advertising its brand
The blanket ban on gambling advertising makes it hard for operators to promote their offering in Italy. This is particularly an issue for when new brands enter the market.
Betsson has had a presence in Italy for some time through StarCasinò. However, in March, the operator opted to expand its offering by also rolling out its flagship Betsson brand.
Featuring an online casino and sports betting, the Italy-facing Betsson brand is operating alongside StarCasinò.
Betsson said the launch formed part of its ongoing strategy to expand its flagship offering into new markets. This includes expansion in Latin America, where it holds licences in Argentina, Peru and Colombia, with plans in place to build on this.
Italy’s blanket ban has not been without its critics. Last October, the European Gaming and Betting Association (EGBA) called for a revision of regulations after a report found players in Italy spend €25bn (£21.20bn/$26.87bn) on black market gambling websites each year.
EGBA suggested a lack of awareness of approved operators could be a factor in high black market gambling rates.