Parimatch expand football footprint with global Juventus deal

September 18 – Online gaming company Parimatch has stepped up its football sponsorship profile with a new deal with Italian giants Juventus.

It is a significant marketing step forward for the Cyprus-based betting business that has predominantly focussed its business on Russia and associated territories but earlier this week announced a deal with Leicester City and a plan to launch a site in the UK.

Further details of the Juventus agreement will be revealed at a press conference in early October, bit a press release said: “Parimatch and Juventus will collaborate closely through this deal, as two brands dedicated to creating unparalleled entertainment experiences that resonate and inspire.”

That looks likely to include an Italian language platform for Parimatch. No value or length of the deal was given.

Parimatch CEO Sergey Portnov said: “Both Parimatch and Juventus have ambitions to be the ultimate champions in our respective games, providing great entertainment to millions of fans the world over. I look forward to telling you more alongside Giorgio Ricci from Juventus and perhaps a special guest or two, during our virtual press conference in October.”

There are currently promotional and advertising restrictions around gambling in Italy which clubs and Serie A have appealed against, saying that in uncertain financial times the rules are unnecessarily punitive.

Giorgio Ricci, chief revenue officer of Juventus, said: “We will work together globally, but exclusively outside Italy and South East Asia, supporting the partner’s international growth path by leveraging the mutual desire to address an increasingly broad audience.”

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