In a groundbreaking sponsorship deal, Betsson Sports has officially been named the main partner of Inter Milan, marking the most significant shirt sponsorship agreement in the club’s illustrious history. Commencing with the 2024/25 season, the Betsson Sports branding will be prominently displayed on the front of Inter Milan’s iconic Nerazzurri shirts for the next four seasons.
Despite the comprehensive ban on gambling advertising in Italy, Betsson has expertly navigated the stringent regulations by focusing on its infotainment offerings rather than its sportsbook services. This strategic approach underpins the partnership as part of the broader Betsson Sport Club project, an initiative dedicated to promoting sports clubs across Italy, both large and small.
According to Betsson Sports’ website, the Betsson Sport Club project aims to unite clubs around Italy under a collective passion for sports. The project, which also features another Serie A heavyweight, Napoli, endeavors to enhance the visibility and appeal of participating clubs. Betsson Sports plans to tell the stories of Inter Milan’s players, showcasing the unwavering passion and motivation that fuels the team’s performances.
Stefano Tino, Managing Director of Italy at Betsson, expressed immense pride in the groundbreaking partnership: “This agreement will not just bring prestige to both parties but also offers Betsson Sport the opportunity to team up with a club that this season once again displayed the commitment and determination that are the hallmarks of its storied success. It’s an honour for us to have Inter as one of our partners. It’s an historic moment for us, the club, and all the fans.”
Inter Milan’s Corporate CEO, Alessandro Antonello, also echoed these sentiments. “We’re delighted to welcome Betsson Sport into the Nerazzurri family thanks to this historic agreement which will see their logo on the front of our shirts. This partnership brings together two brands that have the same passion for sport and its development at all levels. It will also allow our fans to have a new touchpoint where they can express their love for Inter.”
Italy’s stringent regulations against gambling advertising have posed significant challenges for operators, particularly for new brands attempting to enter the market. Betsson, already an established name in Italy through its StarCasinò brand, has been adept in navigating these restrictions. In March, Betsson expanded its presence in the Italian market by introducing its flagship Betsson brand, offering both online casino and sports betting services alongside StarCasinò.
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The expansion into new markets is part of Betsson’s ongoing global strategy, which includes significant efforts in Latin America. The operator holds licenses in Argentina, Peru, and Colombia, with further plans to build on its Latin American footprint.
Italy’s blanket ban on gambling advertising has not been without controversy. Last October, the European Gaming and Betting Association (EGBA) called for a revision of Italy’s gambling regulations after a report revealed that players in Italy spent a staggering €25.00bn (£21.20bn/$26.87bn) on black market gambling websites annually. The EGBA suggested that a lack of awareness about approved operators might contribute to the high rates of black market gambling.
This new partnership with Inter Milan underscores Betsson’s innovative approach to brand positioning within the confines of Italian regulations. Betsson is not the first operator to showcase such ingenuity. In September 2022, LeoVegas formed a similar partnership with Inter Milan through its LeoVegas.News brand. The LeoVegas.News branding features on pitchside LED advertising boards at Inter’s home, the San Siro Stadium, and the club’s Suning Training Centre. By emphasizing its news and infotainment dimensions rather than gambling, the partnership remained compliant with Italian laws.
As the 2024/25 season approaches, the Betsson Sports partnership with Inter Milan is poised to not only enhance the visibility of both entities but also provide Inter Milan fans with an enriched engagement experience. This historic collaboration is a testament to both parties’ shared dedication to the growth and celebration of sports at every level, fortifying the bond between the club, its sponsors, and its passionate fanbase.
