The deal will cover the remainder of the 2021-22 season, with PlanetPay365 to serve as the team’s official value-added services partner.
PlanetPay365 will benefit from a presence on LED advertising boards, interview backdrops and giant screens inside the club’s Artemio Franchi Stadium home.
The provider will also work with Fiorentina on social media marketing and digital and lead generation campaigns across the club’s official channels.
In addition, PlanetPay365 will become part of the club’s ‘InViola’ network, whereby it will offer its multi-functional solution to 500 commercial activities affiliated with Fiorentina.
“We are extremely pleased to continue down the path initiated last season with ACF Fiorentina, a team with a long history, important values and strongly linked to the territory,” SKS365 chief commercial officer Troy Cox said.
“Tuscany is a key region for our business objectives and this renewed synergy will allow us to enhance our project and make it more competitive not only on a regional level but also on a national level.”
Fiorentina general manager Joe Barone added: “We are delighted to continue the deal with a company that offers customers a variety of services with high technological standards in just one solution. A technological and quality-minded partner who, like us, is focused on innovation.”
The partnership with PlanetPay365, rather than parent company SKS365 or operating brand PlanetWin365, means the deal is in line with Italy’s Dignity Decree, which bans all forms of gambling advertising.
Clubs can partner with overseas operators for deals targeting markets abroad, while the deal with PlanetPay365 is not specific to gambling, meaning it does not breach regulations.