Italy’s Serie A has signed a new Presenting Partner deal with online betting firm 1xBet.
The three-year deal will run until 2021, making 1xBet the league’s International Presenting Partner, covering Europe, Africa, the Middle East, North Africa and the Americas.
As part of the deal, 1xBet will be featured in all match graphics, idents and virtual goal mat advertising in all live Serie A broadcasts.
1xBet will also have rights to use Serie A’s online and offline assets, and will launch activations across multiple territories.
The rights were sold by London-based Interregional Sports Group (ISG), which introduced the International Presenting Partner concept to Serie A for the first time for the 2015-16 season.
The move comes as ISG prepares to take to launch sales of betting partnerships with motosports partner Formula One.
ISG gained the right to sub-license F1 betting partnership in September this year, through a landmark deal struck with Sportradar and F1.