Bwin.party has further developed its strategy of entering betting and gaming partnerships with Europe’s top football clubs, today inking a deal for its bwin brand with Italian champions Juventus.
The three-season deal will include a series of fan-centred initiatives integrated into Juventus’ digital and social platforms, the development of on and off-line co-branding activities, stadium branding and access to Juventus players for marketing campaigns.
Bwin.party said the deal with the Serie A Champions would further elevate bwin’s profile in the Italian online gambling market. bwin was the sponsor of the second-tier of Italian professional football from 2010-2012, in a naming rights deal that saw Serie B renamed Serie bwin.
The company’s CEO Norbert Teufelberger said he was “proud” to be partnering with Juventus, “one of the world’s most successful and renowned clubs.”
Bwin.party’s bwin and Gioco Digitale claimed a combined 12% of the online sports betting market in March, according to the last official figures released by Italian online gambling regulator AAMS.
The London-listed operator also revealed today that it would be unveiling further club partnerships ahead of the 2013-2014 season, as it continues it to steer its sports sponsorship strategy away from costly shirt deals towards digital partnerships with Europe’s leading clubs.
In May, the operator announced it had ended its six-year shirt sponsorship of Real Madrid – worth a reputed €20m-plus a year to the Spanish football giant during the last three seasons – in favour of a digital partnership.
bwin has been the betting and gaming partner of Manchester United since last August - replacing Betfair - in a deal which will eventually involve the launch of co-branded social gaming products with the Red Devils “in countries that do not yet allow real-money online sports betting”.
To mark the new deal with Juventus, the London-listed operator has created a black and white Summer raffle running until 18 August, offering Juve fans to win two season tickets to all of the club’s home games this season.
Article written by Stephen Carter
