July 17 – Online gambling company Bwin.party has agreed a three-year digital sponsorship deal with Italian champions Juventus, its fourth partnership with a top European team.
Italian media reports suggested bwin.party had also acquired the naming rights to the club’s ground, Juventus Stadium, but there was no confirmation of this.
Bwin.party will become a central part of Juve’s promotional activities, as well as being integrated into its various digital and social platforms. Italy is embroiled in a tide of match-fixing allegations but Juve’s link-up with Bwin.party was welcomed by both parties.
“Working with the greatest names in football is all part of our strategy to offer customers a premium gaming experience with great and unique content,” said Norbert Teufelberger, bwin.party chief executive after the announcement that the company will become Juventus’ official online gaming and betting partner.
Giuseppe Marotta, his opposite number at Juve, added: “This new partnership is a part of the internationalisation strategy that Juventus started. Being together with other top football teams in Europe makes us very proud and encourages us to continue our work with more and more passion.”
Bwin has been shirt sponsor of Spain’s Real Madrid for the past six seasons but has shifted its strategy to try to tap into the online fan base of some of Europe’s leading sides. It also has digital linkups with Real Madrid, Manchester United and Bayern Munich and is expected to announce tie-ups with other teams in coming weeks.
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