SPORTS LAW AT THE CROSSROADS

Bets off in Italy, but 1xBet stakes Serie A with international deal

November 13 – Italy’s Serie A, battling against a betting sponsorship and advertising ban in-country, has secured online gambler 1xBet as the league’s International Presenting Partner from 2018 to 2021, covering Europe, Africa, the Middle East, North Africa and the Americas.

The deal was completed by Interregional Sports Group’s (ISG) who recently renewed its International Presenting Sponsor (IPS) representation with Serie A – a category that ISG introduced in the 2015/16 season.

1xBet will be featured in all match graphics, idents and virtual match advertising across every live Serie A game, across all platforms that are broadcast in the regions.

“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.”

1xBet will have 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.”

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