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Juventus extends PepsiCo deal, signs betting partner

Italian Serie A football club Juventus has extended and enhanced its partnership with US multinational food and beverage corporation PepsiCo, and has agreed a sponsorship deal with betting and gaming company Sisal Matchpoint.

As part of its deal with PepsiCo, Juventus will continue its association with the company's isotonic drinks brand Gatorade for the 2016-17 and 2017-18 seasons. Juventus will also partner with PepsiCo’s crisps brand Lay’s over the same period.

Gatorade will be granted access to players for advertising campaigns and will also receive promotion via the club’s digital and social media channels. The branding of Lay's will be visible through pitchside advertising boards, and in the bars and hospitality areas at the club’s Juventus Stadium.

Meanwhile, Sisal Matchpoint has agreed a one-year deal to become the club’s official betting partner for the 2016-17 Serie A season. The Italian company will be promoted inside Juventus Stadium and at the club’s training ground, and will also receive access to players for use in marketing campaigns.

The two parties will also collaborate on a number of online and offline fan-focused activities.