1xBet has been named International Presenting Partner of Italy’s Serie A from 2018 to 2021, covering Europe, Africa, the Middle East, North Africa and the Americas.
The announcement follows Interregional Sports Group’s (ISG) renewal of the International Presenting Sponsor (IPS) rights for Italy’s top football league – a category that ISG introduced to the market for the first time in the 2015/16 season.
“We are delighted to have 1xBet as a partner,” said ISG joint Chairman Simon Burgess. “We are confident that Serie A will enable 1xBet to boost its brand courtesy of a direct link with its target audience.”
As part of the agreement, 1xBet will be featured in all match graphics, idents and virtual goal mat advertising across every live Serie A game, on all platforms that are broadcast in the regions covered in the terms of the deal.
In addition, 1xBet will have extensive use of on and off-line assets, and will launch activation programmes alongside the league in each of its territories.
A spokesman for 1xBet said: “We are proud to have signed a partnership agreement for the next three seasons, and we hope that we will make a tangible contribution to the development of Italian football as well as giving the fans the best betting experience.”
The announcement comes just a few days after ISG went to market with the first stage of its ground-breaking betting partner package for Formula 1, which was formally unveiled at this year’s Betting on Sports conference.