Bwin scores hat-trick of Italy media deals
Bwin.party's Italy-facing sportsbook secures two regular TV slots and daily radio segment
Bwin has signed deals with TV stations Sky Calcio and Mediasat Premium to host a number of betting-focused football segments as it looks to ramp up “visibility” for its Italy-facing sportsbook brand.
The operator, which is currently vying for market leading status in Italy alongside Paddy Power and William Hill, will host a slot within Sky Calcio’s Sky Soccer Show every Saturday and Sunday.
The segment, which will be fronted by TV presenter and actress Francesca Belussi, will detail bwin’s odds for forthcoming matches in Italy’s top football divisions as well as review midweek price movements.
Bwin has also renewed its deal with Mediaset Premium after having debuted on the channel’s Serie A Live show during the 2013-14 football season.
Model and TV presenter Barbara Pedrotti (pictured) will once again front bwin’s broadcasts and will preview forthcoming Serie A fixtures and offer betting updates.
In addition, bwin will also present a daily radio slot on Radio Sportiva called bwin Sports Café, which will see the operator give a rundown of match odds and interact with listeners.
According to Francesco Gaziano, bwin’s Italy country manager, the operator has chosen to ramp-up its visibility in order to build on what he described as a “positive” World Cup.
“It is for this reason that we decided to be more present in the football television schedules and with solutions that involve our users and that enable them to stay in constant contact with bwin,” Gaziano said.
“We were very fortunate in the choice of the two female faces – the beautiful but above all competent Francesca Belussi and Barbara Pedrotti,” he added.
The deals complement bwin’s long-standing sponsorship deal with Serie A giants Juventus, an agreement which sees bwin branding present on Juventus’ online platforms and its football stadium.
The Italian sportsbook market has proven to be ultra-competitive since the regulator enabled operators to offer an extended choice of bets last year while competition is set to intensify further after bet365 launched an Italy-facing site last month.