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bet365 has entered into a partnership with Juventus, naming its bet365 Scores platform as the club’s official sports infotainment partner. This collaboration circumvents Italy’s 2018 Dignity Decree, which prohibits direct betting sponsorships between operators and football clubs.
Through this deal, Juventus fans will gain access to real-time scores, live statistics, and customizable digital content designed to enhance their engagement with the club. Juventus stated, “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.”
bet365 has previously utilized this strategy in Italy, partnering with SSC Napoli through bet365 Scores last summer. Italy’s betting market remains robust, with a Competitive Earnings Baseline of US$6.4 billion, positioning it as the third-largest market in Europe after the UK and Russia.
The market has flourished under its new regulatory framework introduced in November 2025, generating €6.66 billion in non-lottery gambling tax and duties in 2025. Despite the absence of betting sponsorships, bet365 holds the fourth-largest market share in Italy, according to the Blask index.
The debate over reversing the Dignity Decree has intensified following Italy’s failure to qualify for the World Cup for the fourth consecutive year. While Giancarlo Abete, a candidate who supported reversing the decree, was not successful in his bid for the presidency of the Italian Football Federation (IFF), the issue continues to spark discussions about potential financial benefits for Italian football.
