Bet365 Clinches Strategic Partnership with Juventus Turin

Global betting powerhouse Bet365 has added a formidable new partner to its brand-building mission in Italy. By securing a deal with Juventus, one of the most storied clubs in the history of Italian football and its top-flight league, Serie A, the operator aims to solidify its position in a highly competitive landscape. Because direct deals between betting companies and football clubs are banned in Italy under the 2018 Dignity Decree, the cooperation has been enabled via an ‘infotainment’ workaround. This involves Bet365 Scores, the firm’s media and livescore platform, which now serves as the club’s ‘official sports infotainment partner’.

Italy is widely considered one of Europe’s largest betting markets, often ranked second or third after the UK in terms of Gross Gaming Revenue (GGR). According to the Blask index, Italy holds a Competitive Earnings Baseline of US$6.4bn spread across 185 brands. In this environment, Bet365 currently ranks as the fourth biggest brand. The partnership with the Bianconeri follows a similar deal signed with SSC Napoli last summer, highlighting a clear trend of using media sub-brands to maintain presence in restricted sports environments.

Numbers and facts

The financial stakes in the Italian market are significant. The country’s betting sector is currently operating under a new regulated market established in November 2025. Reception to this framework has been generally positive, particularly regarding the tax structure, which is seen as less burdensome than those in the Netherlands or Germany. In 2025 alone, the Italian government declared approximately €6.66bn in non-lottery gambling tax and duties.

Through this new partnership, Juventus fans will receive digital content, real-time information, and statistical solutions designed to enhance their engagement with the team.

“The partnership stems from a shared desire to put fans at the center, offering them simple, immediate and customisable tools to follow their favorite team, stay updated on results and access live data and statistics wherever they are: at home, on the move, at work or at the stadium.” - Juventus Statement

Background

The absence of traditional football sponsorships has been a major point of contention for both the gambling industry and football financiers since 2018. However, recent setbacks for the Italian national team, including failing to qualify for the World Cup for the fourth consecutive time—an event dubbed ‘La Apocalypsia’ by local media—have sparked new debates. Many argue that reversing the Dignity Decree could provide much-needed financial relief to domestic clubs. Despite these discussions, the last election for the President of the Italian Football Federation (IFF) saw the defeat of Giancarlo Abete, a candidate who favored reversing the decree, meaning infotainment deals remain the primary route for market entry.

Comparisons to other major leagues show that market dynamics are heavily influenced by such high-profile connections. For instance, when icons like Cristiano Ronaldo returned to the Premier League, bookmakers like Bet365 and William Hill rapidly adjusted title odds from 8/1 to 11/2, showcasing the immediate impact of football news on betting behavior. Furthermore, specialized analysis by sites like Betting Expert highlights that while commission rates vary—with Marathonbet averaging just 0.73%—brand visibility through massive clubs like Juventus remains a cornerstone of the strategy for market leaders.

Why it matters for German players

For players in Germany, the landscape remains significantly more restricted under the Interstate Treaty on Gambling 2021 (GlüStV 2021). While Italian fans see these infotainment apps, German players are protected by the LUGAS system, which enforces a mandatory €1,000 monthly deposit limit across all licensed providers. Furthermore, the €1 per spin limit on virtual slots is a cornerstone of the German player protection model. Unlike in Italy, where infotainment serves as a bridge, the GGL in Germany requires a very clear separation between betting products and editorial content to prevent impulsive gambling behavior.

What it means for GGL-licensed casinos

For operators holding a GGL license, the Juventus deal serves as a reminder of the global competition for player attention. German casinos must compete within a framework that prioritizes safety over massive sponsorship visibility. However, the use of data-driven infotainment could eventually find its way into the German market in a more regulated form to keep players within the legal environment. The GGL continues to monitor such international developments to ensure that foreign marketing strategies do not undermine the integrity of the German whitelist, which remains the gold standard for player safety compared to MGA or Curacao jurisdictions.