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Betway enters Italian football market with Roma deal

Online bookmaker Betway has agreed a deal to become a premium partner of Serie A club AS Roma.

The three-year deal runs until the end of the 2020-21 season.

Betway will benefit from brand exposure on the club’s training kit as part of the deal, which marks the company’s first partnership in Italian football.

The deal has been signed despite the Italian government having last week banned professional sports clubs from agreeing sponsorship deals with companies that operate in the gambling sector.

In a joint statement, Serie A expressed “extreme worry” at the ban, which will come into force on January 1, 2019.

Existing sponsorship deals will only be allowed to run until the end of June 2019 – two years before Roma’s deal with Betway is due to expire.

More than half of Serie A’s 20 clubs have sponsorship deals with companies in the gambling sector.