Bet365 has flexed its marketing muscles after penning a sponsorship deal with Italian football club Napoli for its bet365 Scores brand.
Gambling sponsorships in Italy are banned, although operators have been able to continue to partner with clubs via associated infotainment or news sites.
For example, Betsson is the front-of-shirt sponsor for Inter Milan via its Betsson.sport platform.
Bet365 Scores will serve as Napoli’s official infotainment partner, with the deal having been secured ahead of the 2025-26 season.
Neither party disclosed the length of the deal or any financial details. The Serie A side were crowned champions last season.
Bet365 has historically veered away from football sponsorships, expect for its front-of-shirt and stadium naming rights agreements with Stoke City FC.
Those deals were put in place thanks to the Coates family, which owned both bet365 and the English side.
In August 2024, bet365 divested Stoke City to John Coates, the brother of bet365 CEO Denise Coates.
Bet365 is also the official sports betting partner of the UEFA Champions League, with the privately owned business penning a three-year deal for the rights last summer.
A bet365 Scores spokesperson said: “Being the official infotainment partner of Napoli is a source of great pride for us.
“The club represents excellence in Italian and international football, with an extraordinary history and some of the most passionate fans in the world.
“Through this partnership, we want to offer the Azzurri fans an even richer, more immediate and engaging experience, thanks to our live content, detailed statistics and personalised notifications. We can’t wait to experience a season full of emotions together.”
Tommaso Bianchini, Napoli chief revenue officer, added: “This collaboration fits perfectly into the ‘From Napoli to the World’ strategy, which aims to make the club’s presence increasingly global [and] also through the offer of high-impact content for our fans.
“We are very happy to begin this adventure with bet365 Scores, a reality that knows how to speak authentically to football fans. We are certain that this will be a season full of satisfactions.”
While bet365 has tended to avoid football sponsorship, its marketing efforts in the US have been far more localised.
This week, the operator inked a partnership with WNBA franchise the Indiana Fever, becoming an official sportsbook partner for the Caitlin Clark-led team for the 2025 season.
The post Bet365 pens sponsorship with Napoli via its live scores brand first appeared on EGR Intel.
Bet365 Scores becomes the Naples club’s official infotainment partner, with relationship to champion operator’s live scores and news app instead of its B2C arm
The post Bet365 pens sponsorship with Napoli via its live scores brand first appeared on EGR Intel.