Serie A champions Napoli have unveiled a new partnership with Bet365 Scores, naming the platform as their Official Infotainment Partner.
The agreement, announced on Tuesday via the club’s social media, brings the stats and results app closer to one of Italy’s most followed football teams.
This collaboration is notable as it creatively bypasses Italy’s strict gambling advertising laws, which prohibit direct promotion of betting companies in sports.
Observers have described the partnership as a tactical move to maintain visibility for gambling-related brands under the guise of infotainment.
Building Napoli’s Global Identity
Napoli’s chief revenue officer, Tommaso Bianchini, hailed the partnership as a vital step in expanding the club’s international presence.
He said the collaboration “fits perfectly” into their ongoing “From Napoli To the World” campaign.
“We are very happy to begin this adventure with Bet365 Scores, a reality that knows how to speak authentically to football fans,” said Bianchini.
“We are certain that this will be a season full of satisfactions.”
The Bet365 Scores app provides live football scores, stats, and team news, designed to keep fans connected no matter where they are.
Bet365 Scores Sees Strategic Opportunity
Representatives from Bet365 Scores also praised the partnership, describing Napoli as a natural fit given the club’s stature and devoted fan base.
They emphasized the app’s ability to deliver personalized and real-time content to enhance fan engagement.
“Through this partnership, we want to offer the Azzurri fans an even richer, more immediate and engaging experience, thanks to our live content, detailed statistics and personalized notifications,” the company said.
“We can’t wait to experience a season full of emotions together.”
Creative Strategies to Beat Italy’s Ad Ban
The Napoli-Bet365 Scores deal is the latest example of how Serie A clubs are finding creative ways to work around advertising restrictions.
Similar agreements include Fiorentina’s 2024 sleeve sponsorship deal with Betway Scores and Atalanta’s partnership with a LeoVegas news sub-brand.
Inter Milan is also in the second year of a front-of-shirt sponsorship agreement with Betsson Sport.
By leveraging infotainment services, clubs and gambling companies appear to be crafting partnerships that comply with the letter of the law while maintaining promotional value.