Online Gambling Company Bwin Enters Three-Year Sponsorship Deal With Juventus
Online gambling company Bwin.party has agreed to a three-year "digital sponsorship" deal with Italian football champions Juventus, its fourth partnership with a top European team, according to Keith Weir of REUTERS. Bwin had been shirt sponsor of Spain's Real Madrid for the past six seasons, "but has shifted its strategy to try to tap into the online fan base of some of Europe's best-supported teams, looking for a broader spread of deals to build market share." It did not say what the deal with Juventus -- "nicknamed the Old Lady" in Italian football -- was worth. Bwin said that "it expected to announce tie-ups with other teams in coming weeks." France, Belgium and Greece "are other European markets where it could seek" football sponsorships (REUTERS, 7/12).