The Serie A club, Udinese Calcio, have unveiled Bet365 Scores as their official sleeve sponsor for the 2025–26 campaign, in a move that underscores both parties’ ambitions in Italy’s tightly regulated sports marketing landscape.
The agreement sees the Bet365 Scores logo displayed on the left sleeve of Udinese’s first-team kits, debuting in the club’s pre-season friendly against Werder Bremen on August 9.
The partnership forms part of Udinese’s strategy to attract high-profile international brands, while adhering to Italy’s Decreto Dignità legislation, which bans direct gambling advertising in sport.
To navigate these restrictions, Bet365 is promoting its non-betting product—Bet365 Scores—a sports infotainment platform offering real-time match updates, live statistics, and curated football content. The app operates independently of Bet365’s core betting services, allowing the brand to maintain visibility without breaching advertising laws.
This model has already gained traction in Serie A. Napoli signed a similar agreement with Bet365 Scores earlier this year, signalling a growing trend among betting operators to leverage compliant media channels for sponsorship exposure in regulated markets.
Bet365, founded in 2000 by Denise Coates in Stoke-on-Trent, England, is one of the world’s largest online gambling companies, with a portfolio spanning sports betting, casino, poker, and bingo. Its Bet365 Scores division focuses exclusively on sports infotainment, with no wagering functionality.
For Udinese, who finished 12th in Serie A last season and feature the likes of Alexis Sánchez and Florian Thauvin, the deal adds another global partner to their commercial roster. The Friulian side opens their competitive calendar on August 19 against Carrarese Calcio 1908 in the Coppa Italia, before launching their league campaign later this month—with the new sleeve branding set to feature across all domestic and cup fixtures.
