Betsson boosts Italy presence with gambling-free AC Milan media portal
Italy-facing StarCasino brand extends partnership with European giants but must adhere to strict marketing regulations
Betsson Group’s online casino brand StarCasino has extended its partnership with Italian football giants AC Milan through to the end of the 2022-23 season.
Under the remit of the agreement, StarCasino will launch a new digital media platform featuring exclusive AC Milan content to abide by Italy’s stringent laws on gambling advertising.
The portal will not promote casino or sportsbook offers, instead being wholly dedicated to football content in an initiative described by the club as an “innovative sports entertainment platform”.
Above-the-line gambling marketing in Italy is outlawed by the country’s Dignity Decree legislation.
StarCasino also launched a web mini-series called The Ring in June, featuring an interview between Italian journalist Carlo Pellegatti and AC Milan midfielder Hakan Çalhanoğlu.
Ronni Hartvig, Betsson Group CCO, said the partnership would be based on safety and storytelling as the operator looks to engage with the club’s fans.
Hartvig said: “The aim of Betsson Group is to create engaging, amazing and safe experiences for all users and, through our brand StarCasinò.sport, we propose an innovative and exciting storytelling of sports.
“The renewal of the partnership with AC Milan, a top-class club, is very important for us in terms of broadening our image and it allows us to create high-quality entertainment for Rossoneri fans as well as for all football fans,” he added.