Betsson partners with Tornio FC in latest Italy infotainment deal
Credit: Fabrizio Andrea Bertani, Shutterstock

The sports marketing landscape in Italy remains tough for operators, but firms such as Betsson Group are finding means of brand exposure via infotainment partnerships.

Torino FC announced Sweden-based betting group Betsson Sport as its latest infotainment partner this week. The deal commenced in royal fashion during the Turn Derby della Mole clash against Juventus this past weekend. 

The duo will work together on ‘numerous innovations’ to engage with Torino FC followers, with a focus on ‘passion, a value that distinguishes both’. The deal marks Betsson Sport’s second partnership in as many months, following an agreement inked last month with former AS Roma and Italy player Francesco Totti.

Lorenzo Barale, Torino FC Commercial Director, said: “We are very happy to welcome Betsson.Sport to the Granata world. Through this partnership, we will tell numerous engaging stories for our fan base, also accompanying in their mission to give greater resonance for all sports, not just football.”

Infotainment partnerships are becoming increasingly common in Italy as a means for bookmakers and sports clubs, particularly football clubs in the hugely popular Serie A, to maintain relationships in the context of strict advertising regulations.

Sports sponsorship deals between betting companies and clubs are banned outright in Italy. This has caused problems for both the clubs and operators, with the former losing out on revenue and the latter missing out on key marketing opportunities.

Infotainment partnerships have emerged as a solution to this, with betting groups partnering with sports clubs via media and fan engagement assets – such as Betsson Sport – rather than sportsbooks or casinos.

Betsson has built up its portfolio in this area via a partnership with AS Roma on its StarCasino Sport brand, which was also the subject of a rumoured front-of-shirt deal with Inter Milan. Inter has already been active in this space, partnering with LeoVegas.News back in February.

On the Torino deal, Stefano Tino, Betsson Group Managing Director in Italy, said: “This partnership with Torino FC is a significant step for Betsson Sport in consolidating our presence in the Bel Paese.

“We are proud to collaborate with one of the most prestigious teams in Italian football and we look forward to providing fans with unforgettable experiences.”

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