Parimatch and the football club's aim is to create new campaigns as part of the new Serie A season 2021-22, which began on 21 August.

So far, the partnership has resulted in a campaign launched worldwide in March, in which top Juventus players starred in an international video ad infused with Parimatch’s yellow electric impulses.

The video respected strict Covid-related restrictions and limitations, and proved to be “a worthy and refreshing creative challenge both for the Juventus and Parimatch teams."

The spot was shot in 2020 by Andrei Copots and Macar Severin, directors from the Ukrainian production company Electric Sheep Film.

Parimatch CMO, Ivan Liashenko, said: “Our first year of partnership with Juventus was a tremendous success, and we can’t express how much fun and excitement working with this iconic team brought to Parimatch.

"Being a partner to a legendary club with over 120 years’ worth of history is an honour, and as our second year of mutual work begins, we can’t wait to launch several powerful campaigns together. I am sure Juventus fans will be as excited as we are, as Juventus and Parimatch are ready to create even bolder, and more entertaining digital and offline experiences than before.”

In 2021, Parimatch made new deals with six English Premier League clubs, securing the brand’s presence in the league while covering 30% of England’s Championship.