bet365 Scores joins Udinese Calcio as official sleeve sponsor

Italian football club Udinese Calcio has entered into a new sponsorship agreement with bet365 Scores, which will become the club’s official sleeve sponsor for the 2025–26 season.

Under the deal, the bet365 Scores logo will be displayed on the left sleeve of Udinese’s senior team match shirts throughout the entire season. The branding will debut during the team’s international friendly against Werder Bremen on August 9.

Udinese Calcio and bet365 Scores described the deal as part of a shared commitment to fan engagement. “This agreement consolidates a partnership based on a shared vision that seeks to offer fans new experiences thanks to technology,” the club stated.

Udinese described the collaboration as part of a continued 'path of innovation' that 'reinforces' its presence in both sports and digital environments. The partnership is expected to support opportunities for growth for both entities at the national and international levels.

bet365 Scores, described by Udinese Calcio as “one of the leading sports infotainment apps worldwide,” provides real-time updates and dedicated content to football fans. Many Italian operators are leveraging affiliated media platforms to maintain a presence in football amid a ban on gambling sponsorships in place since 2019. bet365 is among the brands navigating these restrictions through bet365 Scores.

Last month, bet365 Scores also signed on as the official infotainment partner of another Serie A club: SSC Napoli. The agreement will see bet365 Scores deliver exclusive content centered on the Naples-based club. 

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 and gambling advertisements within Italian football have been prohibited.

Besides bet365 Scores, other examples of betting brands navigating these restrictions 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 sponsorships such as LeoVegas.News at AC Milan, StarCasinò Blog at Napoli, and Planetwin365.News previously at Lazio.