Juventus Signs bet365 Scores Partnership That Sidesteps Betting Advertising Ban

Italian football club Juventus has signed a partnership agreement with bet365 Scores, a sports information service operated under the brand of betting company bet365, the Turin-based club announced.

bet365 Scores has become Juventus’ official information and entertainment partner in Italy.

The service allows fans to follow live scores and match statistics and receive notifications about kick-offs, goals and other events involving selected teams. The duration and financial terms of the agreement were not disclosed.

The commercial rationale behind the deal is straightforward. Italy prohibits both direct and indirect betting advertising, as well as sponsorships by gambling operators. As a result, bet365 is promoting its sports information service rather than its betting products through the partnership. However, the bookmaker’s name remains part of the bet365 Scores brand and will appear alongside the Juventus name.

From a marketing perspective, the arrangement can be described as surrogate advertising. While the agreement formally promotes a scores and statistics service, it also enables bet365 to maintain brand visibility in the Italian market.

Similar models are already being used in Italian football. During the 2025/26 season, bet365 Scores served as Napoli’s official information and entertainment partner. Inter’s main shirt sponsor is Betsson Sport, a sports media project linked to betting group Betsson, whose logo appears on the team’s kit.