February 10 – The market for betting sponsorship of Italian clubs may be drying up domestically as gambling authorities move in with new rules, but the appetite for promotion in international markets is still there.
AS Roma has added AYX as a new Official Regional Betting Partner of the club in a deal that will see AYX branding feature across Asian channels during Roma home games via the LED pitch-side displays.
At the same time Roma has announced a new strategic partnership with digital perimeter ad board specialists AIM Sport to bring in its Digital Overlay technology.
The technology allows different ad messages to be overlaid for different territories around the world, hence overcoming any potential objection to ad content in certain countries but also allowing a more targeted marketing campaign.
AYX is focussed on the Asian market and as well as digital boards the agreement includes use of the AS Roma brand in promotions on digital platforms and social media.
Steven Chang, AYX’s Chief Marketing Officer, said: “This partnership is of great significance for both brands, bringing together passionate Roma fans and millions of users of AYX.
“It is hugely positive for our brand to be associated with the AS Roma name, with all its history and significance, and I strongly believe this partnership marks an important step in our growth strategy.”
Giorgio Brambilla, AS Roma’s commercial director, echoed the international growth opportunity for the club, saying: “This partnership is in line with the club’s ambitions and I firmly believe it will also allow both brands to further develop their commercial strategy on an international level.
“Asia has always been of particular interest to Roma and AYX is the ideal partner to help us grow.”
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