Serie A’s Inter Milan has reportedly finalized a significant front-of-shirt sponsorship deal with Sweden-based online betting and gaming firm Betsson.
The agreement would commence from the next season, with Betsson replacing Paramount+, the US streaming service that has been the Italian soccer club’s primary shirt sponsor since the latter part of the 2022-23 season.
According to multiple media sources, the deal with Betsson is expected to bring in €30 million ($32.6 million) per season, along with additional bonuses, spanning the next five years.
Betsson faced competition from Qatar Airways to secure the shirt sponsorship rights, reports said. However, due to Italian regulations restricting the overt display of betting brand advertising, the name appearing on Inter’s shirts is unlikely to be Betsson itself. Instead, it is anticipated that the branding will feature the name of the StarCasino Sports entertainment brand, a flagship property of Betsson in Italy.
The rights for sponsorship became available towards the end of the 2022-23 season, following the premature termination of Inter’s shirt sponsorship deal with the blockchain platform DigitalBits, reportedly due to missed payments.
Betsson has been actively investing in the Italian market and is also in the process of launching Betsson Sport, a new platform, with Roma legend Francesco Totti serving as a brand ambassador.