Bologna Football Club of the Italian Serie A has announced a new sponsorship deal with JBO which will see the firm become the club’s regional betting partner for Asia.

The deal, which is active as of this current season, adds to JBO’s sponsorship portfolio which already includes title sponsorship of the Dota 2 esports property – the JBO Asian Masters League.

Christoph Winterling, Marketing and Commercial Director at Bologna Football Club, discussed the partnership: “We are delighted to announce JBO as our new Asian betting partner and look forward to a successful collaboration. This agreement is our first international partnership outside of Italy and demonstrates the continued growth of our club on a global level as well as the interest shown in one of the most historical Italian football clubs. 

“Moreover we are happy that JBO will be first partner of ours in Asia to benefit from our brand new virtual advertising technology. It is an excellent opportunity for the club to develop this exciting space that is creating new partnership opportunities.”

The partnership sees Bologna follow in the footsteps of the Serie A defending champions Juventus in expanding into the Asian markets. 

A JBO spokesperson released a statement at a signing ceremony which stated: “We are thrilled to be partnering with Bologna. Today’s announcement marks an important milestone for JBO. This is a rare opportunity as Bologna is one of the well-known football clubs in the world.

“We see our partnership with Bologna as an opportunity to connect with football fans across the world and it fits in perfectly with our own rapidly expanding global network. The most important thing for us is to bring new experiences to our fans who have always been very supportive towards us. We look forward to working with Bologna during an exciting season of football.”

Extended details surrounding the partnership such as the length of the contract or financial specifics are yet to be released. With the sponsorship being effective immediately the rest of the 2019/20 season is covered in the deal. 

Moreover, neither party has yet released details surrounding how the sponsorship will be advertised, however, due to the media-wide ban on gambling advertising in Italy it is expected that any advertising around Bologna’s facilities may be limited.