Bet365 Scores, a subsidiary of the global gambling group Bet365, has signed on as the Official Infotainment Partner of Serie A champions Napoli, a move that some industry observers say cleverly circumvents Italy’s tough restrictions on gambling sponsorships.
The deal was announced Tuesday by Napoli on X, highlighting a partnership that brings the real-time stats and results app closer to the club’s passionate fan base.
SportBusiness called the agreement an example of how betting brands are finding ways to remain visible in Italian football despite a national ban on betting-related advertising in sports.
Bet365 Scores, which shares the look and branding style of its parent company, has already been widely used as Bet365’s lead presence during the UEFA Champions League in countries like Italy, where traditional betting ads are prohibited.
From Napoli to the World
For Napoli, the partnership aligns with their ongoing push to strengthen their global identity, a strategy dubbed “From Napoli To the World.”
Chief revenue officer Tommaso Bianchini spoke enthusiastically about what the collaboration represents for the club and its supporters, explaining that it “fits perfectly” into their strategy that is aimed at making the club’s presence “increasingly global, also through the offer of high-impact content” for fans.
“We are very happy to begin this adventure with Bet365 Scores, a reality that knows how to speak authentically to football fans. We are certain that this will be a season full of satisfactions.”, Bianchini went on.
Bet365 Scores is a free app delivering real-time football scores, stats, and team updates, designed to help fans follow their club anywhere, whether at home, at work, or on the move.
Looking Forward to “a Season Full of Emotions”
Bet365 Scores also expressed pride in the partnership, which they described as “a source of great pride”, calling Napoli a natural fit given its stature in Italian and European football and its famously loyal supporters.
“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. We can’t wait to experience a season full of emotions together.”
This isn’t the first time a Serie A club has turned to creative partnerships to work around the advertising restrictions. Similar deals were signed in the league, including Fiorentina’s contract with Betway Scores as a sleeve sponsor in October 2024, Atalanta partnering with a LeoVegas news sub-brand in October of the same year, and Inter Milan entering the second year of a four-year front-of-shirt deal with Betsson Sport.