bet365 Scores Becomes Official Juventus Sports Infotainment Partner in Italy

bet365 has taken a strategic step in its Italian market expansion by partnering with Juventus, one of Italy’s most iconic football clubs, as its official sports infotainment partner through bet365 Scores. This deal marks another clever maneuver by the betting giant to navigate Italy’s restrictive 2018 Dignity Decree, which bans direct betting sponsorships with football clubs.

Instead of a traditional sponsorship, bet365 has secured the partnership through its media platform, bet365 Scores, offering Juventus fans real-time scores, statistics, and customizable digital content. A statement from Juventus highlights the partnership’s focus on enhancing fan engagement: “The partnership stems from a shared desire to put fans at the center, offering them simple, immediate and customisable tools to follow their favorite team, stay updated on results and access live data and statistics wherever they are: at home, on the move, at work or at the stadium.”

This isn’t bet365‘s first foray into Italian football partnerships. Last summer, the company’s bet365 Scores platform partnered with SSC Napoli, demonstrating its commitment to leveraging infotainment deals to build brand presence in the market.

Italy remains one of Europe’s largest betting markets, with a Competitive Earnings Baseline of US$6.4 billion according to the Blask index, making it the third-largest market in Europe after the UK and Russia. Despite the absence of direct betting sponsorships, the market has thrived under its new regulated framework established in November 2025, generating €6.66 billion in non-lottery gambling tax and duties in 2025 alone.

bet365 currently ranks as the fourth-largest betting brand in Italy, according to the Blask index. The ongoing debate about reversing the Dignity Decree has gained momentum following Italy’s failure to qualify for the World Cup for the fourth consecutive year, with some arguing that betting sponsorships could provide much-needed financial relief for Italian football.

While the recent election of Giancarlo Abete as President of the Italian Football Federation (IFF) did not result in a reversal of the decree, the topic remains a contentious issue within Italian football circles.