AS Roma signs new Asian partner AYX

| By Richard Mulligan
Asia-facing operator AYX has become an official regional betting partner of Serie A football club AS Roma.

Under the terms of the agreement, AYX branding will feature across Asian channels during the club’s home games, courtesy of LED pitch-side displays.

In addition, the agreement will also provide AYX with strategic tools such as use of the Roma brand for use in promotions on digital platforms and social media as it seeks greater exposure across Asia.

Giorgio Brambilla, Roma’s commercial director, said: “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.”

While Roma is unable to sign domestic gambling partners in Italy due to the Dignity Decree laws introduced in 2019, the club – currently lying fourth in the Serie A table – is able to partner with overseas operators.

The domestic ban applies to all gambling-related products and services across all media platforms – including television, websites and radio – and sports clubs are prohibited from carrying sponsors from the industry. However, it does not apply to partnerships abroad.

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.

“With AYX’s footprint in Asia growing all the time, this new partnership will open up new opportunities for strategic development and a mutual win-win, ushering in a new era for sports gaming and entertainment.”

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