Inter Milan signs HappyBet as last regional partner | Marketing and Affiliates


Italian Serie A soccer club Inter Milan have reached a new deal for Snaitech-owned operator HappyBet to become a regional partner of the team.

HappyBet, which operates in the German and Austrian markets, will benefit from a presence on virtual camera mats and LED panels inside Inter’s Stadio San Siro during home games.

The brand will only be visible in certain European countries through the use of Digital Overlay geolocation technology, through which marketing messages are tailored for fans who watch the matches on TV in those countries.

HappyBet, which was acquired by Playtech subsidiary Snaitech in May, will also work with Inter on a series of exclusive initiatives to promote its brand to fans.

The deal comes after Asia-oriented online gambling operator AYX also entered into a new partnership with Inter Milan this week. AYX will become an official regional partner of the club in Asia.

In August, HappyBet also teamed up with fierce Inter rival AC Milan in a similar regional partnership.

Pkaytech, which ultimately owns HappyBet, is set to be acquired by Australian slots maker Aristocrat in a deal worth around £ 2.7bn (€ 3.2bn / 3 , $ 7 billion) based on enterprise value.