Asian online gambling operator JBO has entered into a regional partnership with Italian Serie A football club Bologna.
Terms of the deal were not disclosed, but it was confirmed that JBO will serve as the team’s official regional betting partner in Asia from the current 2019-20 season.
JBO also has commercial deals in place with various other sporting properties, including the Dota 2 esports organisation, through which it title sponsors its Asian Masters League.
“We see our partnership with Bologna as an opportunity to connect with football fans across the world and it fits in perfectly with our own rapidly expanding global network,” a JBO spokesperson said.
“The most important thing for us is to bring new experiences to our fans who have always been very supportive towards us. We look forward to working with Bologna during an exciting season of football.”
Christoph Winterling, marketing and commercial director at Bologna, added: “This agreement is our first international partnership outside of Italy and demonstrates the continued growth of our club on a global level as well as the interest shown in one of the most historical Italian football clubs.
“Moreover we are happy that JBO will be first partner of ours in Asia to benefit from our brand new virtual advertising technology. It is an excellent opportunity for the club to develop this exciting space that is creating new partnership opportunities.”
The new link-up comes after Italy earlier this year introduced a ‘Dignity Decree’, which issued a blanket ban on gambling advertising across all media platforms in the country.
The law states that Italian companies, including sports teams, are not permitted to display advertising or marketing communications that feature gambling-led prizes, incentives, events, markets or products.
Last month, Serie A side Juventus entered into a partnership with 10bet after the Dignity Decree came into effect. At the time, a Juventus spokesperson said the deal is focused on markets outside of the team's native Italy.