Bet365 has landed a partnership with ACF Fiorentina via its bet365 Scores, which will become the club’s official infotainment partner and men’s first team sleeve sponsor.
The partnership made its match debut on 6 August when Fiorentina faced RC Deportivo in a pre-season friendly, which finished 1-1.
Bet365 Scores, which provides users with live scores and real-time statistics and odds, has been available on app stores since autumn 2024.
The deal with the Florence-based club follows a similar agreement at the end of July with Juventus, as the operator continues to cast off its historical aversion to international football club sponsorships.
Bet365 Scores signed an infotainment partnership deal with SSC Napoli in July, which did not include kit exposure. Another agreement with Udinese soon followed.
Direct gambling sponsorships in Italy are illegal, but operators can still sponsor clubs through news or infotainment arms.
For example, Betsson features on the front of the Inter Milan shirt via its Bettson.sport platform, and Eurobet uses Eurobet.live to sponsor AS Roma.
Prior to the Italy push, one of the only football kits featuring bet365’s logo was Stoke City, a partnership sealed by the Coates family, which owns both club and operator, in 2012.
Bet365 signed a three-year deal in the summer of 2024 to become the official sports betting partner of the UEFA Champions League. That deal could be extended after UEFA announced it was in talks with a betting company over an expanded sponsorship.
A Fiorentina statement read: “For bet365 Scores, the partnership represents a strategic investment in one of the most respected and recognisable clubs in Italian football.
“Fiorentina has a loyal and diverse fanbase, together with a growing international profile, making this season an ideal opportunity to establish a long-term relationship with the Viola community.”
In April, Polymarket landed a front-of-shirt and data deal with SS Lazio, despite previous efforts by the Italian regulator to blacklist the prediction markets platform.
Earlier this week, Super Group-owned Betway announced its new status as Manchester United’s exclusive global betting partner and training kit sponsor, in a multi-year tie-up understood to be worth £20m per season.
A voluntary front-of-shirt gambling sponsorship ban in the premier league comes into effect from the beginning of the 2026-27 season, but operator logo presence remains allowed for other areas of match kits and training shirts.
The post Bet365 secures Fiorentina sponsorship via live scores brand first appeared on EGR Intel.
Stoke-on-Trent-based operator expands Serie A sponsorship portfolio with latest tie-up through bet365 Scores against the backdrop of Italy’s ban on direct gambling partnerships
The post Bet365 secures Fiorentina sponsorship via live scores brand first appeared on EGR Intel.