Exciting news emerge from Italy as top Serie A club Atalanta Bergamasca Calcio (Atalanta BC) has renewed its fruitful sponsorship deal with LeoVegas.News, a subsidiary of the behemoth LeoVegas Group. The extension of this partnership builds on their original collaboration forged in 2021.
LeoVegas.News stated in a LinkedIn post that the new deal would help the brand continue to reach millions of sports fans not only in Italy but around the world.
Paola Maia, corporate spokesperson for LeoVegas.News, stated that the renewal of this deal reflects the company’s commitment to strengthening its presence in the Italian market and supporting the growth of the team.
We pride ourselves on renewing our (partnership) with Atalanta also as a way to consolidate our strategic foothold within the local territory. Our assurance in this team’s strength, in the talent of its champions and in the passion of its fanbase never wavered one bit.
On the other side, Romano Zanforlin, the BC Marketing and Commercial Director at Atalanta BC , expressed pride in maintaining LeoVegas.News is their top sponsor, emphasizing the value of the renewal of this partnership when it comes to achieving new goals together.
Being able to continue to include LeoVegas.News among our sponsors is a source of utmost pride. We pride ourselves on every partnership renewal because it’s not just a testament to our ability to fulfil our targets but also that we can and must commit and strive for further and even greater goals by working together.
This announcement comes as part of a growing trend of partnerships between football clubs and gaming companies. Some of the most notable recent deals include the collaboration between Betway and Chelsea, Parimatch and Nottingham Forest FC, Betsson and FC Internazionale Milano, and SportyBet with LaLiga in Africa.
The most notable partnership, however, is the new global partnership of the giant bet365 with the UEFA Champions League, a three-year partnership that will extend until the 2026/2027 season, and which directly opposes the recent decision of the Premier League to ban front-of-shirt gambling sponsorships by the end of the 2025/26 season.
Considering the fast pace at which regulations tighten in some regions, mainly in Europe, many gambling and iGaming companies are maximizing current opportunities to secure sponsorship deals with football clubs and sports clubs across Europe.
The best example of this trend is the recent partnerships between Bj888 and AFC Bournemouth and Rollbit with Southampton Football Club.
