Fonbet has been announced as the official sports betting partner of Italian football club AC Milan in the Russia and Commonwealth of Independent States (CIS) region.

The Russian-based sports betting operator’s new partnership with the Serie A leaders will see the Fonbet brand become visible in the region during AC Milan home games, as well as on the club’s official website and mobile app.

The club said the deal is built upon “innovation, passion and responsible entertainment” while the partnership will aim to popularise the sport in the Russia and CIS region.

The two are also working together on unique promotions for its customers and will produce exclusive content for AC Milan fans in Russia and the CIS countries.

Fonbet chief marketing officer Alina Yakirevich said: “We are delighted to announce the beginning of such a significant partnership for Fonbet. This new agreement with AC Milan leads us to a higher international level.

“Fonbet is one of the most innovative brands, not just in Russia, but also in the CIS region. This new partnership will help us strengthen the image of a solid and leading betting company.”

AC Milan chief revenue officer Casper Stylsvig added: “Football is driven by emotions and passion and this strategic partnership allows us to share our global growth path with one of the most innovative and solid brands in Russia and the CIS region.”

Fonbet, which is considered to be the largest operator in Russia, is also an official sponsor of the Russian national football team.