Juventus and Parimatch: A Partnership Driving Digital Innovation in Sports Marketing

Juventus, one of Italy’s most iconic football clubs, entered into a strategic partnership with Parimatch, a global technology and betting company, on September 17, 2020. This collaboration sought to combine the innovative digital-first approach of Parimatch with Juventus’ global brand presence, delivering engaging and forward-thinking experiences for fans worldwide.

Launching the Partnership in 2020

The partnership was announced as a groundbreaking collaboration designed to connect with fans across the globe. Key highlights of the initial agreement included:

• Digital Activations: The partnership emphasized technology-driven fan engagement through interactive experiences. These activations were prominently featured on the LED system at the Allianz Stadium and broadcasted on global television networks.
• Shared Vision: Both Juventus and Parimatch aimed to leverage their collective strengths—Juventus’ historic legacy and Parimatch’s innovation in sports betting and entertainment technology.

Parimatch’s 2021 Global Campaign

In March 2021, Parimatch launched a global video campaign featuring prominent Juventus players, including Cristiano Ronaldo, Alvaro Morata, Arthur Melo, Luiz Da Silva Danilo and Wojciech Szczesny.

The campaign, infused with Parimatch’s signature electric yellow theme, aimed to:

• Increase brand awareness among Juventus fans worldwide.
• Highlight the transition of sports entertainment into the digital era, reflecting the dynamic and innovative nature of the collaboration.

Extending the Partnership in 2021

In September 2021, Juventus extended its collaboration with Parimatch for another season. Parimatch announced plans to:

• Expand its marketing activities with Juventus, building on the successful initiatives from the previous year.
• Develop exciting campaigns to further engage with fans, cementing the partnership as a dynamic force in the sports and betting industries.

Parimatch: Background and Vision

Founded in 1994, Parimatch is headquartered in Limassol, Cyprus. Over the years, the company has grown into a global leader in sports betting and gaming technology, known for its innovative marketing campaigns and strategic partnerships with top-tier sports organizations.

• Global Reach: Parimatch operates across multiple markets in Europe, Asia, and the CIS region.
• Technological Edge: The company prides itself on integrating cutting-edge technology with sports entertainment, offering seamless and engaging experiences for users.

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