air has entered into a multi-year agreement with Serie A side Juventus, becoming the Italian champions’ official betting and gaming partner.

The deal will provide Betfair with brand exposure around the club’s facilities, including Juventus’ training centre and home ground, the Allianz Stadium.

The online operator will also have access to Juventus playing staff, which includes Gianluigi Buffon and World Cup winner Sami Khedira for its marketing and communications activities.

Exclusive video content and prize giveaways for Juventus supporters will also be developed under the terms of the partnership, giving “fans the opportunity to experience the emotions and matchday atmosphere from an exclusive venue in the Allianz Stadium and get closer to their on-field idols".

Claudio Di Zanni, Betfair’s Country Director for Italy, said: “We are very proud to announce this partnership with Juventus, which has in its DNA values and characteristics we think are winning in sports as well as in business, such as prestige, leadership and ambition.

“We believe that this partnership can create great opportunities for our customers and for all football fans.”

Head of Global Partnerships at Juventus, Giorgio Ricci, commented: “This partnership is integral to the global strategy of Juventus by developing strong relationships and agreements with innovative brands such as Betfair that are worldwide leaders in their industry.”