HappyBet becomes regional partner of Inter Milan
Snaitech-managed betting brand will benefit from the partnership in the German and Austrian markets
HappyBet has agreed a deal to become the regional partner of Serie A giants Inter Milan in Germany and Austria.
The Playtech-owned brand will be displayed on virtual cam carpets and on LED boards inside Inter’s San Siro stadium during home games.
Branding will only be visible in select European countries using digital overlay geolocation technology to remain compliant with local marketing restrictions.
The partnership also includes exclusive initiatives to be launched throughout the current campaign that will promote the HappyBet brand to the club’s fan base.
Earlier in August, HappyBet signed a similar regional deal with Inter’s city rivals, AC Milan.
Playtech decided to keep the HappyBet brand despite ongoing underperformance following a strategic review in 2020 that led to the business being managed by Snaitech, which has proven B2C success in Italy.