European gaming operator Betclic Everest Group has agreed a deal that will see its Betclic brand become one of the lead sponsors of Serie A football club ACF Fiorentina.

The operator will collaborate with Fiorentina on a number of projects designed to ramp up engagement with the team’s fans, with the Betclic brand featuring heavily on the club’s online and social media platforms.

It will also have its brand displayed around the club’s 47,000 capacity Stadio Artemio Franchi stadium, while the brand will appear on the team’s strips.

The club’s executive director Gian Luca Baiesi said the agreement was a new and exciting challenge for the club, promising to reveal a number of new activities and initiatives over the course of the Serie A season.

“This collaboration will be a further step to overcoming the old concept of sponsorship as we know it, and will help to create new scenarios of interaction with the fans, which we hope will lead our companies to strengthen the relationship with the public,” Baiesi explained.

Betclic Everest’s director general for the Italian market Francesco Postiglione added that he was proud to have partnered a team as rich in history and success as Fiorentina.

“We are equally certain that, thanks to the support of the team and its fans, we will be able to establish a new model of sponsorship, which is based on the interaction of the fans with their favourite team,” Postiglione explained.

He said that the operator would use its know-how and the club’s heritage to improve its engagement activities over the course of the season to create an unique experience for the team’s fans.