The agreement will last for 4 years and the platform will replace the Paramount+ platform

Inter Milan, an Italian football club, officially announced this 2nd Wednesday (1st July 2024) Betsson, a betting platform, as its new master sponsor. The agreement will last for 4 years. In addition to displaying the Betsson Sport brand on the team’s shirts, the partnership aims to enhance the fan experience, both in Italy and globally.

Betsson Sport will replace Paramount+, the streaming service, which has been the club’s main sponsor since the club’s first one-off deal for the Champions League final against Manchester City in 2023. While financial details have not been officially disclosed, the deal has been described as “the biggest shirt sponsorship deal in the club’s history”.

Betsson already has a history of collaborations in Italian football, including deals with AC Milan and AS Roma through its StarCasino Sport brand.

Since the end of its long-standing deal with Pirelli in 2020/21, Inter Milan have undergone several sponsorship changes. After a brief partnership with in the 2021/22 season and DigitalBits the following season, the club terminated its contract with the cryptocurrency brand due to missed payments, resulting in Paramount+ taking over the sponsorship for 2023/24. Betsson was in talks to replace Paramount+ on an annual deal worth around €30 million, while Qatar Airways was also interested but with a lower offer.

Betsson Sport, the sports entertainment division of Betsson, positions itself as an infotainment brand, offering exclusive content and sports highlights. Since 2019, Italian law has prohibited sponsorship agreements with betting companies, but partnerships are permitted if not activated in Italy. Thus, Inter’s collaboration with Betsson will focus on Betsson Sport Club, a reference network for local and national organizations, in compliance with Italian law.

Read the official note.


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