TURIN: Juventus have chosen a time of changing perceptions about football and betting to agree a three-year deal internet gambling outfit Bwin writes KEIR RADNEDGE.

From this coming season Bwin becomes a second-tier sponsor of the Italian champions alongside TIM, Samsung, EnergyTI, Trussardi, VenetoBanca, Hanwha and Balocco.

The company will become Juventus’ official online gaming and betting partner with publicity rights at Juventus’ stadium and Juventus training centre.

Apparently it also expects to use players “for marketing campaigns” despite the flood tide of matchfixing incidences in Italian football linked directly to south-east Asian betting rings.

Bwin is one of the most respected of operators in online betting but concern around football is rising over the message sent out by the cosy relationship between the two industries.

Juventus have said the company will also embark on special projects dedicated to fans, will be integrated fully across the club’s social and digital platforms and be involved in the development of joint activities both on and offline.

The company enjoys similar partnerships with clubs such as European and German champions Bayern Munich, Manchester United and Real Madrid. Bwin has promised further such partnership announcements shortly.

Juventus ceo Giuseppe Marotta described the deal as fitting in “with the internationalisation strategy that Juventus have been following for some time.”

He added: “Being alongside the other top teams inEuropeis a particular point of pride and spurs us on to continue our work with even greater passion.”

Echoing that comment Francesco Gaziano, chief executive of BwinItaly, said: “Juventus are one of the most successful football clubs and renowned across the world. Working with the most prestigious clubs is in line with our strategy which aims to offer our users premium playing experiences with unique content.”