bet365 Scores secures Juventus infotainment partnership to sidestep Italian sponsorship ban

Online gambling operator bet365 has strengthened its presence in Italy by signing an infotainment agreement with Serie A club Juventus. Under the deal, bet365 Scores—the company's media and live-score platform—becomes the club's official sports infotainment partner, providing real-time data and digital content to supporters.

Direct sponsorship deals between betting firms and football clubs have been prohibited in Italy since the 2018 Dignity Decree. To bypass this restriction, operators have turned to infotainment arrangements that involve their media brands rather than their betting sites. Juvenus's statement said the partnership will offer digital content and real-time information to "accompany the Bianconeri passion at every moment of the day."

This is not bet365's first such move in Italy. Last summer, bet365 Scores struck a similar infotainment deal with SSC Napoli, another top-flight club.

Italian market context

Italy is among Europe's largest betting markets, competing with the UK for the top spot by gross gaming revenue. The Blask Index ranks it third in Europe behind the UK and Russia, with a competitive earnings baseline of US$6.4 billion spread across 185 brands. The country's regulated market, launched in November 2025, has been well received, with operators praising its tax framework compared to the UK, Netherlands, and Germany.

Government tax collections reflect the market's strength: the state declared approximately €6.66 billion in non-lottery gambling tax and duties in 2025. Betsson has identified Italy as a key market, while bet365 itself is the fourth-largest brand in the country by Blask's measure.

Despite the market's success, the football sponsorship ban remains a contentious issue. The Italian national team's failure to qualify for the World Cup for a fourth consecutive time—dubbed 'La Apocalypsia' by the local press—has reignited debate over whether repealing the Dignity Decree could boost domestic football finances. However, in the recent election for the presidency of the Italian Football Federation, the candidate most in favour of reversing the ban, Giancarlo Abete, lost his bid for leadership.