Lazio inks HQ Bet sponsorship deal in China

Italian top-flight football club Lazio has signed a deal with HQ Bet that will see the operator become a regional Chinese betting partner.

The agreement runs to the end of the 2021-22 season and will mean the Rome-based outfits expands its Chinese presence following further deals with Chinese social media firms Weibo and WeChat.

A Chinese language version of Lazio’s website is also set to launch in the coming weeks.

Marco Canigiani, Lazio’s marketing manager, told Italian radio that the club’s expansion into the world’s most populous country is focused on improving brand awareness globally.

Canigiani said: “The partnership with HQ Bet is a nice sign. It means that they recognise Lazio as a brand that can do well in their markets. There is the possibility for this company to do well with Lazio [and] it was an important agreement that will last two seasons, plus the rest of this season.

“These initiatives in China increase Lazio’s brand visibility and provide the club with plenty of economic opportunities,” he concluded.

Club president Claudio Lotito commented: “All this only increases the value of the Lazio brand and strengthens its presence in the global market.”