StarCasino Sport circumvents Italian betting rules to agree Serie B sponsorship

September 29 – The Italian rules around betting and gaming advertising and sponsorship in football – and enshrined in the country’s ‘Dignity Decree’ – are clearly flexible.

Betsson Group’s StarCasino Sport has extended its sponsor partnership with Lega Serie B (LNPB) until the end of the 2023/24 season, giving the betting and gaming group a promotional presence in football in Italy.

Betsson markets StarCasino Sport as an entertainment brand. Italian clubs can agree media deals with ‘sports entertainment companies’ even if they are owned by betting groups. StarCasino Sport delivers content including daily news, videos and editorial, around its betting and gaming offer.

Stefano Tino, Managing Director of StarCasino.Sport.

“The renewal of this collaboration represents a major step forward in our sponsorship strategy, through which we aim to increasingly align ourselves with both major and grassroots sports entities that fully embrace the values of sports.

“Football is not just Serie A; there are countless other clubs across Italy driven by a genuine passion for the game, and they deserve recognition and support. Therefore, our partnership with Lega B is a concrete step in this direction.”

StarCasino Sport’s content proposition includes customisation of the VAR Room, of on-field positions and communications between referees and assistants, as well as dedicated TV graphics. It will receive brand recognition across all Lega B stadia, including within the broadcast coverage.

Alessandro Giacomini, Managing Director of Infront Italy who brokered the deal, said: “We are very pleased to have contributed to the renewal of the partnership between StarCasino.Sport and Serie BKT because our goal is to create long-term collaborations that bring value to sports institutions and our client brands.”

No value was given for the deal.

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