HappyBet, an Italian sports betting provider, has collaborated with AC Milan to become the club’s official betting partner in Germany and Austria.
HappyBet, a betting subsidiary of the Snaitech company, one of the main incumbents in the Italian betting and gaming industry, has detailed its commitment to putting innovation “at the heart of the collaboration.”
HappyBet will benefit from increased brand awareness to German and Austrian football fans via side-line LED screens during AC Milan’s home Serie A fixtures at the San Siro Stadium under the conditions of the deal.
This advertising will be carried out via AC Milan’s Digital Billboard Replacement (DBR) technology, which will allow the club to display the HappyBet brand as a visual overlay on the San Siro’s digital billboards.
In addition, the partners will work together on a variety of “exclusive initiatives” that will be released over the next season to promote the HappyBet brand to AC Milan’s German and Austrian fans.
The sponsorship agreement was signed before of the Rossoneri’s friendly match against Real Madrid CF on August 8 at Klagenfurt, Austria.
Since 2017, HappyBet has been a subsidiary of the international gaming business Playtech Group, which later purchased Snaitech in 2018.
Meanwhile, AC Milan, which chose Premier Bet as its official betting partner in Africa earlier this year, continues to embrace the sports betting sector as a source of sponsorship revenue as well as fan interaction through the deal.