Bologna FC 1909 has become the latest professional football club to partner with online betting firm Betway, following two deals in England.
The Italian Serie A team has named Betway its global betting partner, allowing the company branding via LED boards around its Stadio Renato Dall’Ara home stadium.
Fan engagement is an added element, similar to Betway’s existing football partnership deals. The duo are planning VIP tickets and ‘money-can’t-buy’ experiences for fans of the team, such as meet and greet sessions and play-on-the-pitch opportunities.
Christoph Winterling, Commercial and Marketing Director at Bologna, said: “We are thrilled to welcome Betway as our global betting partner. This collaboration highlights our club’s commercial strength and our commitment to delivering unique experiences to our supporters.
“Partnering with a renowned global brand like Betway is incredibly exciting for us, and we are proud to join their esteemed sports portfolio. We look forward to working together to promote responsible gambling and enhance fan engagement.”
The deal comes off the back of Betway partnering with Nottingham Forest FC of the Premier League last Friday. This deal in turn followed partnerships with Manchester City, Arsenal, Brighton and Hove Albion and West Ham United, the latter of which is front-of-shirt partner of the company in a deal dating back to 2015.
Unlike in England, the group’s partnership in Italy will not have the option to include front-of-shirt sponsorship – though this will also become the case in the UK at the end of the 2026/27 season.
Marketing deals between betting brands and football clubs are tightly regulated in Italy, with any shirt sponsorship arrangements prohibited. Teams and betting brands have found other alternatives however, such as branding across in-stadium signage and off the field activations.
Betway will also likely receive further exposure during Bologna’s campaign in this season’s UEFA Champions League. This marks the first time that the club has played in Europe’s elite club competition since the 1960s.
“We are excited to become the ‘Global Betting Partner’ of Bologna FC 1909, a club known for its illustrious history including seven Serie A titles,” said Neal Menashe, Super Group CEO.
“With our extensive and varied global sports sponsorship portfolio, we are delighted to once again have an official betting partnership in the world-renowned Italian football league.
“Our collaboration will strictly follow industry marketing standards and emphasise responsible gambling. We eagerly anticipate supporting Bologna FC in their domestic and European campaigns in the years ahead.”
