10bet becomes Juventus’ international partner

10bet has signed its biggest sports club partnership to date after becoming the official gaming and betting partner of Italian football giants Juventus.

The operator has signed a three-year partnership with the Serie A club, which is led by football icon Cristiano Ronaldo. A Juventus spokesperson said the deal is focussed on markets outside of the team's native Italy, which implemented a blanket ban on advertising from January this year. 

10bet, which replaces Betfair as Juventus' betting partner, said it will develop promotional content and marketing activities for the club's supporters, including exclusive content and prize giveaways. Juventus, meanwhile, said the deal will assist the club in its international expansion efforts.

Giorgio Ricci, Juventus’ chief revenue officer, said: “We will work exclusively outside Italy together with a partner for whom entertainment and engagement are the core activities.

“The particular attention paid to the global markets and audiences, a key theme for 10bet and the club, attests to the perfect synergy between our companies,” he explained. “In fact, this agreement fits ideally into the ongoing international growth project that has been in development by Juventus for years now.”

Gambling advertising has been illegal in Italy after the introduction of the ‘Dignity Decree’ earlier this year which issued a blanket ban across all media platforms in Italy. Italian companies, including sports teams, are not allowed to display advertising or marketing communications which feature gambling-led prizes, incentives, events, markets or products.

10bet is not operational in Italy and iGamingBusiness understands it has no plans to enter the market.

“We’re thrilled to be partnering with such a prestigious brand as Juventus and both brands share the same values and principles,” a 10bet spokesperson said.

“We are passionate about presenting our audiences with the most unique and entertaining products and we’re confident this will be a mutually beneficial long-term partnership.”

10bet, which is licensed in the UK, Ireland, Sweden and Malta, is the main shirt sponsor of English second-tier Championship team Blackburn Rovers.