Yabo Sport is Serie A presenting sponsor for Asia in ISG-brokered deal
Yabo Sport, the Asian betting company, has filled the vacancy of international presenting sponsor in Asia for Italian soccer’s Serie A, it was announced today.
Under the deal agreed with Interregional Sports Group, the UK sports media agency, the betting firm will feature in match graphics, idents and virtual goalmat advertising in live coverage of Serie A matches throughout Asia.
The length and financial terms of the contract have not been disclosed.
Last November, ISG signed up another betting company, 1xBet, as Serie A’s international presenting partner for the territories of Europe, sub-Saharan Africa, the Middle East, North Africa and the Americas, in a deal running to the end of the 2020-21 season.
ISG had retained the contract to sell international presenting sponsorship rights to the league back in August.
The category first arose ahead of the 2015-16 season following almost two years of discussions between ISG and Infront Italy, an arm of the international sports marketing agency that is the media adviser to Lega Serie A.
Wellbet, an online betting site in Asia, was the first regional sponsor to come on board.
Yabo Sport is not new to European soccer having already signed regional deals for Asia with German club Hertha Berlin and France’s AS Monaco.
Chris Buckley, ISG chief executive, said today: “We are delighted to have entered into this agreement with such a prestigious brand as Yabo Sport and are looking forward to working closely with them for the rest of this season and beyond. Yabo Sport have a long track record of working with clubs and even national teams but this is their first league-wide deal and demonstrated just what a major force they have become.
“Delivering regional audiences to our brand partners through globally popular sports events is at the core of our business.”
Serie A clubs have continued to sign betting sponsorship deals within Italy despite a move by the government to prohibit all advertisements for any products and services related to gambling, including banning sports teams from wearing company logos on shirts.
The decree, which is intended to combat problem gambling, is scheduled to come into force at the end of the season, but Serie A and the significant number of teams with betting sponsors are hopeful it can still be overturned.
Further resistance to the decree has come from the European Gaming and Betting Association, which has claimed it will encourage black market gambling in Italy.