Betsson has sealed a deal to serve as the main sponsor of Italian Serie B football club SSC Bari for the upcoming season.

The sponsorship will see the logo of the operator’s infotainment brand, Betsson Sport, appear on the front of the club’s kit, with the partners also working on initiatives to support local sports communities during the season.

“We’re proud to stand alongside a club like Bari,” said Betsson Group managing director for Italy, Stefano Tino. “It’s a unique footballing city with an incredibly passionate fanbase and a proud history. Stadio San Nicola is one of the most iconic grounds in Italy, and this partnership is a natural fit with our commitment to championing authentic football culture and supporting local communities.

“Personally, as someone coming from Salerno, this partnership has special meaning for me. The historic bond between Bari and Salerno makes it even more rewarding to be part of something that matters deeply to both cities.”

Luigi De Laurentiis, president of SSC Bari, commented: “We chose to partner with an international brand like Betsson Sport because we share a clear vision – to take Bari to the next level and establish the club on a European stage.

“Working with a global leader in digital sports entertainment will allow us to offer fans new experiences through exclusive content and innovative initiatives. Together, we want to write a new chapter, one where passion and technology come together to help Bari grow.”

Sponsorship of sports teams by gambling companies is prohibited in Italy, although the ban is expected to be lifted next year.

Shares in Betsson AB (STO:BETS-B) closed 2.42 per cent higher at SEK198.80 per share in Stockholm Thursday.