Juventus Deal Broadens bet365 Scores’ Italian Club Network

bet365 Scores has added Juventus to its list of Italian football partnerships while bet365’s share of the country’s online betting market trends lower. Fiorentina may become the next club in the campaign.

The market figures add context to the Juventus agreement. As reported by AGIMEG, in June 2026, bet365 accounted for 22.6% of Italy’s online sports betting turnover, down from 24.5% in June 2023.

The App-Led Strategy Fits Italy’s Ad Rules

The company’s share of gross gaming revenue also fell, from 13.0% to 11.7%. bet365 remains a major operator in Italy, although its shares of online betting turnover and GGR have declined.

The partnership is centered on a scores and statistics app rather than bet365’s betting products. That distinction is relevant in Italy, where the 2018 Dignity Decree restricts gambling advertising and sponsorship.

Juventus Joins the Partnership Roster

Juventus announced the deal on July 23 and named bet365 Scores its Official Sport Infotainment Partner in Italy. The app covers live scores, real-time statistics, and personalized updates across major football leagues and tournaments.

The club presented the agreement as part of its digital fan offering. Supporters can use the service for match results, possession figures, shots on target, and individual player data.

Financial terms and the contract length were not disclosed. Juventus also gave no details on physical branding at its stadium, on shirts or across broadcast-facing assets. The announcement focused instead on digital content and match information.

One Brand, Several Partnership Formats

bet365 Scores has previously worked with Napoli, Cagliari, Torino, Udinese, and Pisa. The partnerships use different formats.

Udinese renewed bet365 Scores as its sleeve sponsor until 2028. Napoli appointed bet365 Scores as its Official Infotainment Partner for the 2025/26 season. The Juventus announcement focuses on digital content, while the extent of any matchday branding remains unclear.

Fiorentina might become a new example of such cooperation. According to AGIMEG, bet365 Scores had been negotiating with Fiorentina on signing a deal with the sleeve of the club’s jersey. Neither bet365 Scores nor Fiorentina has announced an agreement, so the proposed partnership remains unconfirmed by the parties.

A sleeve deal would give the brand regular visibility in match broadcasts and club photography. If completed, the deal would give bet365 Scores a second current Serie A sleeve placement alongside Udinese.