Yaniv Oz, marketing director at online betting firm 10Bet, reveals how the company is going to make its partnership work with a club from a country where gambling promotion is banned.
When the Italian government passed its ‘Dignity Decree’ in July 2018 that banned gambling advertising in the country from January this year, many thought it would be the end of Serie A club partnerships with betting brands.
At the time, more than half of the clubs in Serie A had sponsorship deals in place with firms from the sector, with the league estimating that the ban would represent a loss of some €700 million to the state coffers in tax.
The ban applied to the domestic promotion of all gambling-related products and services across all media platforms – including television, websites and radio. Heavy fines were being introduced for non-compliance, at a minimum of €50,000, with the fines being donated to the fund against pathological gambling.
The ban left many clubs in Italian soccer’s top flight short on commercial revenue and Lazio, who had a principal partnership in place with Marathonbet, without a shirt sponsor.
However, for those clubs with considerable overseas reach there is a loophole, one that Juventus have recently taken advantage of. Earlier this month, the Italian champions named 10Bet as their official gaming and betting partner with Giorgio Ricci, the club’s