Through the end of the 2020-21 season, Italian Serie A member Roma’s training kits will be exclusively branded with Betway. The deal begins as Roma players report for training for the 2018-19 season. Alongside the training kits, Roma said that Betway will have “training ground signage, in-stadium LEDs and exclusive content from Roma’s award-winning digital team to increase its brand awareness on a global scale.”
Kaitlyn Colligan, Director of Global Business Development and Commercial Operations at AS Roma said:
“We’re delighted to announce Betway as a Main Global Partner and look forward to seeing their name on our training kits this season. Betway are a young and ambitious brand with global aspirations and we are excited about working together to offer our fans exclusive competitions, access and insight from behind the scenes at Trigoria.”
Betway CEO Anthony Werkman commented:
“We’re very excited to be partnering with a great club like AS Roma, in what is our first partnership in Italian football. Roma have a huge fan base and we hope this three-year-deal will give us some great exposure over the course of the next few seasons.”
Roma becomes the first Italian club to be sponsored by Betway. The sports bookmakers are represented in various, starting with West Ham United in the Premier League in England back in 2015. In the last three weeks, Betway also seals to sponsor three teams in the Spanish La Liga: Deportivo Alaves, Levante U.D and C.D Leganes.
Betway also has partnerships (not main shirt deals) with several German Bundesliga team Werder Bremen and several Bundesliga 2 teams: FC St. Pauli, Union Berlin, Entracht Braunschweig, Karlsruher SC, and Dynamo Dresden. They also are the main sponsor for the 43-time Belgian champions RSC Anderlecht. Betway also has deals with 3 Ghana clubs: Aduana Stars, Medeama, and Liberty Professionals.
Beyond the football pitch, Betway is sponsoring three competitons helpd by the Electronic Sports League. They’ll also sponsor Season Seven and Season Eight of the Counter-Strike: Global Offensive Pro League.
The deal between Roma and Betway comes at an interesting time for the Italian football. The Italian government recently moved to ban all advertisements for any products and services related to gambling. This would include banning sports teams from wearing gambling company logos on shirts.
The so called “Dignity Decree” is generally aimed at helping job security, but does include language that would ban new gambling advertisements. The good news for Betway is that any existing deals will be allowed to run their course, but Roma would need to get a new sponsor for their training kits after the 2020-21 season. Companies that don’t follow the ban would be handed a minimum £50,000 fine, but fines would be funneled directly into Italy’s fund designed to help battle gambling addiction.
In a statement, the Italian Serie A said:
“The Lega Serie A is following with extreme worry the developments of the ‘Decreto Legge Dignita’ and the impact on Italian football of rules which ban advertising from betting firms. In highlighting the clear disparity compared to other countries in Europe and the world, where such bans don’t exist, and showing the negative consequences of such a measure, the Lega Serie A points out that in the 2017-18 season 12 top-flight clubs had a partnership agreement with companies from the betting sector.”
The ban stands to cost Serie A millions in lost sponsorship money and significant financial security if allowed to go into effect. The ban was approved by Italy’s Council of Ministers on July 2nd and would go into effect on New Year’s Day of 2019.