AC Milan has linked with sports betting operator HappyBet, naming the firm its official betting partner in the German and Austrian markets.

The agreement will see HappyBet gain increased brand visibility to German and Austrian football audiences in the form of side-line LED screens during AC Milan’s home Serie A fixtures at the San Siro Stadium.

AC Milan’s Digital Billboard Replacement (DBR) technology will be used to display the advertising, enabling the club to allow the visual overlay showcasing of the HappyBet brand on the digital billboards at the San Siro.

Additionally, the partners will collaborate on ‘number of ‘exclusive initiatives’ that will be launched throughout the coming season in order to promote the HappyBet brand to AC Milan’s German and Austrian supporterbase. 

The betting subsidiary of leading Italian betting and gaming incumbent the Snaitech group,, HappyBet has detailed its commitment to place innovation ‘at the heart of the collaboration’.

The sponsorship deal kicked off ahead of the friendly fixture between the Rossenari and Real Madrid CF on 8 August, held in Klagenfurt, Austria.

Furthermore, the agreement represents an expansion of AC Milan’s links with the sports betting sector as a means of generating sponsorship income as well as strengthening its fan engagement capabilities.

The club has previously selected Premier Bet as its official betting partner in Africa earlier this year and also linking with Fonbet as regional partner for the CIS and Russia in January.

HappyBet joins a range of companies to have partnered with the Rossoneri, including crypto-firm BitMEX, mobile phone accessory partner Celly, fintech REPX and car manufacturer BMW.

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