bet365 Scores partners with SSC Napoli as official infotainment provider

Despite a ban on gambling sponsorships in football since 2019, some Italy operators are maintaining a presence through affiliated media platforms. bet365 is among the brands navigating these restrictions, with bet365 Scores having recently signed on as the official infotainment partner of Serie A club SSC Napoli.

The agreement will see bet365 Scores, a mobile app offering football scores, statistics, and updates, deliver exclusive content centered on the Naples-based club. The app operates separately from bet365’s betting services and is positioned as a sports media and data platform for fans.

A spokesperson for bet365 Scores said: “Being the official infotainment partner of SSC Napoli is a source of great pride for us. The Club represents excellence in Italian and international football, with an extraordinary history and one of the most passionate fan bases in the world.

“Through this partnership, we want to offer the Azzurri fans an even richer, more immediate and engaging experience, thanks to our live content, detailed statistics and personalised notifications. We can’t wait to experience a season full of emotions together.”

Sponsorship restrictions in Italy

Italy implemented the Decreto Dignità on July 14, 2018, prohibiting all gambling-related advertising in sports, including shirt sponsorships. A grace period allowed pre-existing deals to run through January 1, 2019. Since then, betting gambling advertisements within Italian football have been prohibited.

The ban affected revenue streams for Serie A clubs, which previously generated an estimated €80–€100 million annually from gambling sponsors. Over a three-year period, the combined losses from this segment reached approximately €700 million, contributing to budget cuts in areas such as player transfers, stadium development, and grassroots initiatives.

Media channels and brand visibility

In response to the restrictions, betting companies have established media divisions and sub-brands that operate without offering gambling services in Italy. These media properties, while legally distinct, maintain ties to the companies’ global brand ecosystems.

Examples include Betsson Group’s creation of Betsson Sport, a media and content platform with no gambling activity in Italy, which signed a partnership with Inter Milan in 2023.

Other initiatives include content-focused sponsorships such as LeoVegas.News at AC Milan, StarCasinò Blog at Napoli, and Planetwin365.News previously at Lazio. These arrangements typically feature pre-match reports, statistical content, and fan engagement activities that do not involve betting promotion.

Such partnerships allow operators to engage with football audiences while complying with national regulations and provide clubs with non-gambling revenue sources.

Sponsorship with Lincoln Red Imps

In addition to its deal with SSC Napoli, bet365 announced a separate sponsorship agreement this week with Lincoln Red Imps FC in Gibraltar. The company will serve as the club’s official sponsor for the 2025–26 season, covering both domestic league and UEFA Champions League qualifying matches.

The bet365 logo will appear on the team’s kit during the campaign. Gibraltar currently has no proposed restrictions on gambling sponsorships and is recognized as a jurisdiction with a significant online gaming sector.

“We are absolutely delighted to partner with a global brand of bet365’s stature,” said Dylan Viagas, Lincoln Red Imps Club President. “This agreement marks a significant step forward for the club as we continue to grow both on and off the pitch. As we prepare for another exciting season, including our European campaign, it’s fantastic to have the backing of such a recognised and respected company.”