Betsson has significantly bolstered visibility in Italy via a partnership between its infotainment brand and one of the biggest names in the country’s football scene.

The Malta-headquartered, Sweden-founded multinational gaming group’s Betsson Sport brand has been named the front-of-shirt sponsor of 20-time Serie A champions Inter Milan.

Under the terms of the four year arrangement, Betsson Sport has committed to working with Inter mIlan on enhancing fan experiences and engagement. The company aims to leverage the partnership beyond Italy via Inter Milan’s global following.

“This sponsorship is the biggest to date for Betsson,” stated Jesper Svensson, CEO of Betsson Operations. It allows us to connect with passionate football fans in Italy and around the world. 

“Our aim is to be more than just a sponsor – we want to be a partner that brings excitement and value to the club and its supporters. This deal reinforces our strategic growth in key markets and underscores our commitment to positioning Betsson as a leading global sports brand within the industry.”

Infotainment partnerships between bookmakers and football clubs are not uncommon in Italy, where direct marketing agreements between betting brands and sports organisations are prohibited in law.

Betsson itself is no stranger to these deals. The company’s StarCasino Sport brand has been notably active in this area, having signed agreements with Inter’s cross-city rival AC Milan, as well as AS Roma.

Alessandro Antonello, FC Internazionale Milano Corporate CEO, added: “We are delighted to welcome Betsson into the Nerazzurri family as the official main partner and to have signed this historic agreement that will see the Betsson Sport logo placed on the front of our new kits. 

“This new collaboration will help us reach new heights in fan engagement and with our partner’s extensive reach and innovative approach, we are poised to expand our international fanbase and enhance the overall experience for supporters in Italy and worldwide.”

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