Italian Serie A football club Juventus has signed a multi-year partnership with online betting company Betfair.
The deal names Betfair as the official gaming and betting partner of the defending Serie A champion.
Under the agreement, Betfair will benefit from brand exposure at Juventus’ newly-named Allianz Stadium, and at the club’s training centre.
The company will also be granted access to players for marketing and communication activities.
In addition, Betfair will hold the right to use the official Juventus logo, with the term ‘Official Gaming and Betting Partner’, in all brand communication activities.
Betfair will develop online and on-field promotional content and marketing activities for Juventus fans as part of the deal. Activities will include exclusive video content and prize giveaways.
“This partnership with Betfair fits perfectly with the club’s ambitions of global growth and confirms Juventus’ appeal to industry-leading brands around the world,” Giorgio Ricci, Juventus’ co-chief revenue officer and head of global partnerships and corporate revenues, said.
Betfair has been active in the Italian market since 2008.