Bet365 Scores Expands Serie A Influence with Udinese Sleeve Sponsorship Deal

Udinese Calcio Secures Bet365 Scores as Official Sleeve Sponsor

Udinese Calcio has announced a new sponsorship agreement with Bet365 Scores, designating the platform as the club’s official sleeve sponsor for the 2025-26 Serie A season. The partnership will see the Bet365 Scores logo prominently displayed on the left sleeve of Udinese’s first-team jerseys, beginning with their pre-season pleasant against Werder Bremen on August 9th.This collaboration reflects Udinese’s strategic efforts too attract prominent international brands while navigating Italy’s stringent advertising regulations, specifically the Decreto Dignità legislation which restricts direct gambling advertisements in sports.

Bet365 is circumventing these restrictions by promoting Bet365 scores, a dedicated sports infotainment platform. This app delivers real-time match updates, comprehensive live statistics, and curated football content, operating distinctly from Bet365’s core betting services. This approach allows the brand to maintain a visible presence within the sport without violating advertising laws.

The move mirrors a growing trend within Serie A,following a similar agreement between Napoli and Bet365 Scores earlier in the year. This indicates a broader strategy among betting operators to utilize compliant media channels for sponsorship opportunities in regulated markets.

Founded in 2000, Bet365 has become a global leader in online gambling, offering a diverse range of services including sports betting, casino games, poker, and bingo. Bet365 Scores represents the company’s focused expansion into sports infotainment, providing content without wagering functionality.

For Udinese, who finished 12th in Serie A last season and boast players like Alexis Sánchez and Florian Thauvin, the sponsorship adds a notable global partner to their commercial portfolio. The friulian club will debut the new sleeve branding in their Coppa Italia match against Carrarese Calcio 1908 on August 19th, and throughout their subsequent Serie A campaign.

What are the potential implications of increased betting sponsorships, like the Bet365 deal, on responsible gambling initiatives in Italy?

The Growing Partnership: Bet365 and Italian Football

Bet365, a leading online betting platform, continues to deepen its involvement in Italian football with a new sleeve sponsorship deal with Serie A club Udinese Calcio. This partnership, announced in early August 2025, signifies a strategic move by Bet365 to enhance its brand visibility and solidify its position within the lucrative Italian sports betting market. The deal builds upon Bet365’s existing presence in serie A, demonstrating a clear commitment to the league and its fanbase.This expansion is part of a wider trend of increased investment from betting companies in European football.

Deal Details: What the Sponsorship Entails

The agreement sees the Bet365 logo prominently displayed on the left sleeve of Udinese’s first-team shirts for the 2025/2026 season and beyond.While the financial details of the deal remain undisclosed, industry analysts estimate the sponsorship to be worth a meaningful seven-figure sum.

Key elements of the sponsorship include:

Brand Visibility: Prime placement on a highly visible area of the kit during all Serie A matches, Coppa Italia games, and potentially European competitions.

Digital Integration: Integration of Bet365 branding across Udinese’s digital platforms, including the club’s website, social media channels, and matchday programs.

Fan Engagement: Collaborative initiatives aimed at enhancing the fan experience, potentially including exclusive promotions and betting offers for udinese supporters.

Stadium Advertising: Bet365 branding within the Dacia Arena, Udinese’s home stadium, including LED perimeter advertising and potentially dedicated fan zones.

Why Udinese? A Strategic Choice for Bet365

Udinese Calcio, while not one of Serie A’s traditional ‘big seven’ clubs, represents a strategically sound partnership for Bet365. several factors likely influenced this decision:

Growing Fanbase: Udinese boasts a dedicated and growing fanbase, both domestically and internationally, particularly within the Italian diaspora.

Regional Appeal: The club’s location in Friuli-Venezia Giulia provides access to a key regional market.

Positive Club image: Udinese has a reputation for developing young talent and playing attractive football, aligning with Bet365’s brand values.

Value for Money: Compared to sponsorships with larger clubs like Juventus or Inter Milan, a deal with Udinese likely offers a more cost-effective way to achieve significant brand exposure within Serie A.

Bet365’s Broader serie A Strategy

This Udinese sponsorship isn’t an isolated event. Bet365 has been steadily increasing its presence in italian football over the past few years. This includes:

Official Betting Partner: Bet365 serves as an official betting partner of Serie A, granting them extensive marketing rights and access to match data.

Player Sponsorships: Rumors suggest Bet365 is exploring individual player sponsorships within Serie A clubs.

Live Streaming Rights: Bet365 offers live streaming of Serie A matches to its registered users, further enhancing its appeal to football fans.

Marketing Campaigns: Targeted marketing campaigns focused on Serie A, featuring exclusive odds and promotions.

This multi-faceted approach demonstrates Bet365’s long-term commitment to the Italian market and its ambition to become the leading sports betting operator in the country. The company’s strategy mirrors successful models employed in the English Premier league and other major European football leagues.

The Impact of Sports Sponsorship on betting Companies

Sports sponsorships are a cornerstone of the marketing strategies for betting companies like Bet365. These partnerships offer several key benefits:

Increased Brand awareness: Exposure to millions of potential customers through television broadcasts, stadium advertising, and digital platforms.

Enhanced Brand Reputation: Association with a popular and respected sports team can improve brand image and build trust.

Customer Acquisition: Targeted marketing campaigns and exclusive promotions can attract new customers.

Data Collection: Sponsorships provide valuable data on customer demographics and betting behavior.

Though, the increasing prevalence of betting sponsorships in sports has also attracted scrutiny from regulators and advocacy groups, raising concerns about responsible gambling and the potential for harm.Italy, like many European countries, is grappling with how to balance the commercial benefits of these partnerships with the need to protect vulnerable individuals.

Serie A and the rise of Betting Partnerships

Serie A has witnessed a significant influx of betting sponsorships in recent years. This trend is driven by several factors:

Financial Needs: Clubs are increasingly reliant on sponsorship revenue to fund operations and compete with rivals.

Liberalized Regulations: Changes in italian gambling regulations have made it easier for betting companies to advertise and sponsor sports teams.

growing Betting Market: The Italian sports betting market is experiencing rapid growth, attracting investment from both domestic and international operators.

Global Appeal: Serie A’s growing international appeal makes it an attractive platform for betting companies seeking to expand thier global reach.

Looking Ahead: