Juventus and Betfair: A Collaboration in Online Gaming

In July 2017, Juventus Football Club announced a strategic partnership with Betfair, establishing the bookmaker as the club’s Official Gaming and Betting Digital Partner starting from the 2017/18 season. This collaboration marked a significant step in Juventus’ commercial initiatives, aligning the club with an industry leader in online gaming.

Betfair’s Global Reputation and Expansion

Betfair, operating in the Italian market since 2008. The company’s 2016 merger with Paddy Power created Paddy Power Betfair Plc, one of the largest online gaming groups worldwide. This partnership provided Betfair with the rights to use Juventus’ name and image in promotional campaigns, not only in Italy but across Europe, America, and Oceania.

Visibility and Branding Opportunities

Betfair branding was integrated into Juventus’ key venues and platforms. This included prominent visibility inside the Allianz Stadium, at the Juventus Training Center, and through various official club publications and digital channels. The collaboration leveraged Juventus’ global reach to amplify Betfair’s brand recognition.

Conclusion of the Agreement

The partnership concluded at the end of the 2018/19 season, leaving behind a legacy of innovative collaborations and enhanced fan engagement.

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