1XBet signs as International Presenting Partner of Serie A

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.

Most recent

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

When the IMG agency was acquired by WME and Silver Lake Partners in 2014, some industry experts thought its marketing services arm, IMG Consulting, would be sold off under new management

Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.

Tyre company Continental opted to upgrade to a premium stage finish sponsorship package at this year’s Tour de France