Bwin targets Italian independent owners with Obiettivo 2016 brand licensing partnership

Bwin is set to enter the Italian retail betting market having agreed a brand licensing agreement with Italian regulated gambling provisions supplier Obiettivo 2016.

The partnership was presented to the Italian media in Rome, Obiettivo 2016 who will lead the brand agreement have targeted the Bwin to be active across 15% of the Italian retail betting sector.

The Bwin brand will be promoted to Italian independent retail betting shops and cafes, giving the enterprises the opportunity to be part of retail network utilising Obiettivo 2016 provisions.

Obiettivo 2016 ambitious 15% Italian retail take up of the Bwin brand could see the bookmaker promoted across 400 betting shops and 300 cafes. Bwin would support participating enterprises by continuing to market its brand through high coverage activities such as its betting partnership with Juventus FC of Turin.

Maurizio Ughi CEO Obiettivo 2016, stated that this was great opportunity for Italy to create better market conditions for legal sports betting providers. The Bwin brand would be used to create a unified retail network using Obiettivo 2016 local knowledge, as one of the founding companies of legal sports betting in Italy.