Serie A team Atalanta Bergamasca Calcio (Atlanta BC) has partnered with LeoVegas subsidiary LeoVegas.News as the club's top sponsor.
The partnership is a continuation of the original deal struck between the pair in 2021. The operator said in a post on LinkedIn: “This new agreement ensures that LeoVegas.News continues to reach millions of sports fans in Italy and around the world.”
On the partnership, Paola Maia, a corporate spokesperson for LeoVegas.News, stated: "We pride ourselves on renewing our [partnership] with Atalanta also as a way to consolidate our strategic foothold within the local territory. Our assurance in this team's strength, in the talent of its champions and in the passion of its fanbase never wavered one bit."
Atalanta BC Marketing and Commercial Director Romano Zanforlin added: "Being able to continue to include LeoVegas.News among our sponsors is a source of utmost pride. We pride ourselves on every partnership renewal because it's not just a testament to our ability to fulfil our targets but also that we can and must commit and strive for further and even greater goals by working together."
The announcement is one following a string of partnerships between gaming businesses and football teams across the globe. Some recent examples include Betway being named the Official European Betting Partner of Chelsea, Parimatch’s 2024/25 season partnership with Nottingham Forest FC, Betsson partnering with FC Internazionale Milano (Inter) and SportyBet being named the Official Betting Partner of LaLiga in Africa.
The biggest of these stories in recent weeks has been bet365’s partnership with the UEFA Champions League, with the sportsbook being named the league's official global partner. The three-year partnership will extend to the 2026/27 period and will include extensive brand exposure; a direct contrast to the Premier League and other bodies who are in favour of banning such sports betting promotions.
In April last year, Premier League clubs voted to ban front-of-shirt gambling sponsorships by the end of the 2025/26 season. As such, there has been an uptick in partnerships in recent months, likely as a method to maximise the advertising opportunity while it is still available.
Bj88 and AFC Bournemouth, Rollbit and Southampton Football Club are just a few examples of this, while partnerships continue across Europe (like this one).
