bet365 Scores Becomes Juventus Official Infotainment Partner in Italy

bet365 Scores, the live-scores and football-data platform operated by global betting giant bet365, has been named the Official Sport Infotainment Partner of Juventus FC in Italy. The deal extends a model bet365 first deployed with SSC Napoli in July 2025 and positions the operator inside Serie A's two biggest clubs as it competes for market share following Italy's sweeping gambling market reset in November 2025.

• Italy's 2025 gambling tax take: €6.66 billion in duties and levies (Agenzia delle Dogane e dei Monopoli)
• New concessions granted: 52 online licences issued on November 14, 2025, at €7 million each, generating €364 million for the Italian state (ADM)
• Cost of the Dignity Decree to clubs: an estimated €80 to €100 million per year in lost gambling sponsorship revenue across Serie A (industry analysis)

What Is the bet365 Scores and Juventus Infotainment Deal?

bet365 Scores has been designated Juventus's Official Sport Infotainment Partner for the Italian market. The arrangement gives fans access to live match scores, real-time performance statistics, ball-possession data, shot-accuracy metrics, and personalised notifications through the bet365 Scores mobile app. Juventus described the partnership as giving supporters "simple, immediate and customisable tools to follow their favourite team, stay updated on results and access live data and statistics wherever they are."

Neither party disclosed financial terms or the length of the deal. No shirt-sleeve or stadium-branding component has been announced. The partnership is scoped entirely to the content and data layer of the bet365 business, not its sportsbook, and that structural distinction is what makes it permissible under Italian law.

How Does the Infotainment Model Navigate Italy's Dignity Decree?

Italy's Decreto Dignita, enacted on July 14, 2018, outlawed all gambling advertising and sponsorship in sport. The ban took full effect on January 1, 2019 and covers shirt sponsorships, stadium naming rights, broadcast placements, and related promotions. Violations carry fines of up to €50,000 per infraction and are enforced by the ADM.

The infotainment structure works because the Decree targets gambling promotional activity, not sports-data services. By routing the partnership through bet365 Scores (a platform that delivers statistics and results rather than odds or wagering products), the arrangement falls outside the Decree's direct scope as currently enforced. The ADM has not publicly challenged the model since it first appeared in Italy in 2025, and no formal ruling has been issued.

How Does This Compare to bet365's Earlier Napoli Partnership?

bet365 Scores partnered with SSC Napoli in July 2025 as part of the same infotainment approach, positioning the platform as Napoli's official infotainment partner ahead of the 2025/26 Serie A season. Announcing that deal, bet365 Scores said it aimed to offer Napoli supporters "an even richer, more immediate and engaging experience, thanks to our live content, detailed statistics and personalised notifications."

The Juventus arrangement uses an identical structural template. Combined, the two partnerships give bet365 Scores a presence at Italy's two most globally recognised clubs. Juventus and Napoli have the highest social-media followings of any Serie A clubs among Italian fans, making this the most complete infotainment footprint a single betting sub-brand has established in Italian football to date.

Which Other Operators Are Using the Infotainment Approach in Serie A?

The model has attracted several operators since the Dignity Decree came into force. LeoVegas.News holds a content partnership with AC Milan under a comparable media-brand arrangement. StarCasinò Blog has appeared in Napoli-related sponsorship contexts. In May 2026, Polymarket secured partnerships with both Serie A and Lazio, also structured outside the gambling advertising rules.

The pattern suggests that Italy's advertising ban, rather than removing gambling brands from football entirely, has created a parallel economy of content sub-brands and data platforms that maintain brand visibility through editorial and fan-facing products rather than direct commercial gambling promotion. SBC News analysis of Italy's market reset has noted the structural tension this creates for regulators tasked with enforcing the original intent of the Decree.

What Is bet365's Current Position in the Italian Betting Market?

bet365 holds fourth position by market share among Italian licensed betting brands as of mid-2026, operating within a 52-concession market that was restructured in November 2025. Several prominent brands chose not to renew under the new regime, including Betway, Unibet, Betaland, Betn1, and 1xBet, reshaping the competitive landscape and opening room for remaining operators to gain share.

Italy ranks as Europe's third-largest regulated online betting market. The Italian state collected €6.66 billion in gambling-related taxes in 2025. For 2026, Italy's tax authority (ADE) projects an additional €807 million in gambling receipts, though January to April 2026 data showed a 7.8 percent year-on-year decline attributed to lower gaming-machine revenues and halved sports betting concessions, according to SBC News reporting on the Italian tax outlook.

What Did Italy's November 2025 Market Reset Change?

Italy's November 14, 2025 market overhaul was the most significant regulatory change since the Dignity Decree itself. The ADM eliminated the previous "skins" licensing system, under which one concession holder could operate dozens of affiliated websites. Each of the 52 new concessions is now limited to one official domain. Hundreds of affiliate websites closed overnight as a direct result, compressing the market sharply.

The new regime also raised GGR tax on online sports betting from 24 to 24.5 percent and on online casino, poker, and bingo from 25 to 25.5 percent. The ADM characterised the transition as "a smooth and decisive reset for a market long criticised for fragmentation and weak oversight." Combined, the new fee and tax structures are estimated to generate over €500 million annually in additional state revenue.

Why Is Juventus Strategically Important for bet365 in Italy?

Juventus is Italy's most decorated club and carries one of the highest brand-recognition scores in European football. As the club works to return to consistent Champions League competition, supporter engagement is commercially central to its commercial partnerships programme. A data and content deal with bet365 Scores embeds the operator inside the daily fan experience without requiring any direct gambling call-to-action, building recall among millions of Italian followers.

The timing also carries a forward-looking dimension. Italy's Phase 2 gambling reform, expected before August 2026, includes a review of the Dignity Decree's advertising restrictions. Operators with established club relationships built during the infotainment window would be positioned to act quickly if direct betting sponsorships become permissible again. No draft legislation had been tabled as of July 2026.

Could Italy's Gambling Advertising Ban Be Reformed?

The Meloni government's Phase 2 gambling reform programme is anticipated to revisit the Dignity Decree before the 2027 election cycle. Industry observers have argued that the ban has not achieved its stated purpose of reducing gambling's presence in football, since it has instead displaced that presence into content platforms and data services. Any relaxation would restore an estimated €80 to €100 million annually to Serie A club revenues.

Italy's communications authority (AGCOM) issued revised advertising guidelines in 2025 that softened some restrictions, signalling regulatory openness to further review. No timeline for a formal legislative proposal has been confirmed as of this writing.

What Does This Deal Signal for iGaming Marketing Across Europe?

The bet365 Scores strategy in Italy reflects a wider pattern in markets where advertising restrictions are strict but structurally incomplete. Operators with the scale to build distinct media sub-brands, data platforms, or content applications can maintain sports partnerships that stay within the letter of applicable rules while retaining meaningful proximity to fan audiences.

Italy is currently the most closely watched test case in Europe for this approach, given the scale of its market, the global reach of Serie A, and the specificity of its advertising rules. As more jurisdictions tighten gambling advertising restrictions, the Italian playbook of infotainment sub-brands and content partnerships is increasingly being examined as a template for regulated markets from Germany to Brazil.

"Through this partnership we want to offer fans an even richer, more immediate and engaging experience, thanks to our live content, detailed statistics and personalised notifications."

bet365 Scores, on its Italian club partnership strategy

Updated July 2026. Source: Juventus official announcement.

Frequently Asked Questions

What is bet365 Scores?

bet365 Scores is a mobile application operated by bet365 that delivers live football scores, match statistics, real-time player data, and personalised notifications. It does not offer betting products in Italy, which allows it to partner with clubs under the country's 2018 gambling advertising ban.

Why can't betting companies sponsor Italian football clubs directly?

Italy's Decreto Dignita, enacted in July 2018, prohibits all gambling and betting advertising and sponsorship in sport. The ban took effect on January 1, 2019, covering shirt sponsorships, stadium naming rights, broadcast placements, and related promotions enforced by the ADM.

Is the infotainment model legal in Italy?

The model has operated without regulatory challenge since 2025. Partnerships are structured around content and statistics platforms rather than gambling promotions, placing them outside the Decree's direct scope as currently enforced by the ADM. No formal regulatory ruling has been issued.

What is bet365's current position in the Italian betting market?

bet365 holds fourth position by market share among Italian licensed betting brands as of mid-2026, within a 52-concession market that was reset in November 2025.

When might Italy reform its Dignity Decree?

The Meloni government's Phase 2 gambling reform is expected before August 2026 and is anticipated to include a review of the advertising ban. No draft legislation has been tabled as of July 2026.