Eurobet.live has continued to expand its presence within sports after agreeing a new multi-year sponsorship with AS Roma.
As the club’s new main sponsor, the Eurobet.live brand will feature on the first team’s shirt up until the 2028/29 season. The Eurobet.live logo made its debut on the AS Roma shirt yesterday, 15 March, during the game against Como 1907.
The partnership, the operator said, will mark the beginning of a new ‘strategic collaboration between two organisations that share the same DNA, shaped by passion, resilience and a constant search for excellence’.
Andrea Faelli, Chief Executive Officer of Eurobet Italia, commented: “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.”
A strategic sponsorship
By branding the AS Roma site with the Eurobet.live brand, the gambling operator’s infotainment site rather than the sportsbook branding, Eurobet has identified a new sponsorship opportunity that still remains compliant with the strict Italian advertising laws.
Infotainment partnerships are common in Italy for this reason, with notable brands such as Betsson and bet365 maintaining such deals. In these firms’ case, the former’s Betsson Sport is partnered with Inter Milan while the latter’s bet365 Scores is a partner of SSC Napoli.
By engaging in its own infotainment partnership, Eurobet.live has unlocked a new opportunity to tap into the ‘second screen advantage’ – targeting football fans that may search for matchday statistics while watching the game.
Eurobet.live will likely play a central role in the development of AS Roma’s digital content, including player interviews, matchday previews and exclusive social media clips, positioning the brand as a content creator and credible information source, rather than just a gambling platform.
Upon announcing the new sponsorship, Eurobet.live explained that its partnership with AS Roma “represents an authentic point of connection with the world of football and sport, as tools capable of generating social, cultural and local value”.
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 that this partnership will create new and innovative ways for supporters to connect with the club.”
Regulatory considerations
While the sponsorship of ‘infotainment’ platforms is permitted under Italian advertising laws, discussions regarding the ‘controlled return’ of betting adverts has gone from a theoretical debate to active legislative proposals in recent months.
Pressure has been mounting in Italy over the revenue declines from Serie A clubs, with figures suggesting that a ban on betting advertising has resulted in a €700m loss.
The primary focus of the Senate has been to find a new resolution that would allow for the return of betting logos on shirts, but with the caveat that there would be something of a ‘social tax’.
Instead of returning to the advertising laws that came into force in 2018, the proposals being debated suggest that at least 1% of total sponsorship revenues must be diverted into a national fund to help modernise Italian football stadiums, support the development of women’s football and upgrade grassroots facilities and youth systems.
However, while the proposals would offer new revenue streams for Italian football clubs, the measures have received staunch opposition from both The Five Star Movement and the Democratic Party, both of which have cited the increased risk of problem gambling.