Eurobet has signed a multi-year front-of-shirt sponsorship agreement with Serie A outfit AS Roma.
The deal will see the Entain-owned operator’s live score platform, Eurobet.live, appear on the team’s shirt with immediate effect, with the agreement running until the end of the 2028-29 season.
Gambling-related sponsorships in sport are prohibited in Italy, and have been since 2018 when lawmakers introduced the Dignity Decree .
This has led to operators using gambling-adjacent parts of their business for sponsorship purposes to advertise their brands, while staying compliant with regulations.
Betsson Group is a notable example, with the operator’s infotainment news platform, Betsson.sport, holding the front-of-short sponsorship for Inter Milan.
AS Roma debuted the new shirt over the weekend during the side’s 2-1 loss away at Como.
The side currently sit in sixth place in the Serie A table and remain in the last 16 of the Europa League.
AS Roma had been playing without a front-of-shirt sponsor for the 2025-26 season thus far. The club was previously sponsored by Riyadh Season, an entertainment festival hosted in the Saudi Arabian capital backed by the state.
AS Roma said the deal represents the start of a “strategic collaboration between two organisations that share the same DNA, shaped by passion, resilience and a constant search for excellence”.
Andrea Faelli, Eurobet Italia CEO, said: “We are proud to begin this collaboration with AS Roma, one of the most iconic clubs in Italian and European football.
“This partnership – which represents an important step in our growth and consolidation path within the world of sport – goes far beyond the scope of a commercial agreement; it is a long-term commitment to development and innovation, aimed at promoting sporting culture at every level and strengthening the connection with the local community.”
Ryan Friedkin, AS Roma vice-president, added: “We share with Eurobet.live the ambition to develop a series of digital initiatives designed to engage fans across all our platforms.
“By combining the global reach and passion of our fanbase with Eurobet.live’s expertise in infotainment and the digital world, we are confident this partnership will create new and innovative ways for supporters to connect with the club.”
Eurobet was one of the brands to obtain a licence for Italy’s revamped gambling market, which went live in November 2025.
Entain also runs the bwin and Gioco Digitale brands in Italy.
The post Eurobet signs front-of-shirt sponsorship deal with AS Roma first appeared on EGR Intel.
Multi-year agreement will see the Entain-owned operator’s live score brand appear on the Serie A side’s shirt immediately, with the deal running until the end of the 2028-29 campaign
The post Eurobet signs front-of-shirt sponsorship deal with AS Roma first appeared on EGR Intel.