1xBet has been confirmed as the International Presenting Partner of Italy’s Serie A from 2018 to 2021, covering Europe, Africa, the Middle East, North Africa and the Americas.

The announcement follows Interregional Sports Group’s (ISG) renewal of the International Presenting Sponsor (IPS) rights for Italy’s top football league – a category that ISG introduced to the market for the first time in the 2015/16 season.

ISG joint chairman Simon Burgess expressed: “We are delighted to have 1xBet as a partner,” said “We are confident that Serie A will enable 1xBet to boost its brand courtesy of a direct link with its target audience.”

This comes a year on from the suspended partnership which forced Serie A to suspend the lucrative deal with 1xBet due to widespread protests by government and regulatory bodies.

Italian gaming regulatory body ADM and numerous politicians disagreed with deal as the Russian bookmakers were regulated by a different authority and did not hold an Italian license.

Defending the deal, Serie A believed 1xBet’s lack of local license should be of no relevance as the deal only applied outside of the country and would not affect the Italian betting market.

Despite the problems last year, both groups have managed to finalise the deal, which allows 1xBet to be featured in all match graphics, idents and virtual goal mat advertising across every live Serie A game, on all platforms that are broadcast in the regions covered in the terms of the deal.

In addition, 1xBet will have extensive use of on and off-line assets, and will launch activation programmes alongside the league in each of its territories.

A spokesman for 1xBet added: “We are proud to have signed a partnership agreement for the next three seasons, and we hope that we will make a tangible contribution to the development of Italian football as well as giving the fans the best betting experience.”

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