A subsidiary of international online gambling giant Bet365 has inked a deal with Italian soccer champions Napoli that SportBusiness claims: “circumvents Italian regulations on betting sponsorship and advertising in sport.”
Bet365 Scores, an app offering stats and results in real time, is now the Official Infotainment Partner of Napoli, which took to X Tuesday with the news:
According to reports, the app, which features the same basic font as the parent brand, was Bet365’s leading brand during the recent UEFA Champions League season for soccer games played in countries such as Italy, where betting advertising is banned.
Napoli’s Chief Revenue Officer Tommaso Bianchini stated his franchise was “very happy to start this adventure with Bet365 Scores, which knows how to speak authentically to football fans.”
“creative” deal making
SportBusiness, meanwhile, gave recent examples of other Serie A franchises using what it termed “creative” deal-making with betting companies.
The global sports intelligence firm cited Betway’s subsidiary Betway Scores sponsoring Fiorentina’s shirt sleeves for 2024-25, and gaming firm LeoVegas’ online news sub-brand sponsoring Atalanta. iGaming firm Betsson’s sport infotainment brand Betsson Sport is two years into a four-year front-of-shirt sponsorship deal with AC Milan.
