Italian sports betting operator HappyBet has partnered with AC Milan, becoming the official betting partner of the Serie A club in Germany and Austria.

The betting subsidiary of the Snaitech group, one of the leading incumbents in the Italian betting and gaming sector, HappyBet has detailed its commitment to place innovation ‘at the heart of the collaboration’.

Under the terms of the agreement, HappyBet will benefit from enhanced brand visibility to German and Austrian football audiences in the form of side-line LED screens during AC Milan’s home Serie A fixtures at the San Siro Stadium.

This advertising will be conducted via AC Milan’s Digital Billboard Replacement (DBR) technology, enabling the club to allow the visual overlay showcasing of the HappyBet brand on the digital billboards at the San Siro.

Additionally, the partners will collaborate on ‘number of ‘exclusive initiatives’ that will be launched throughout the coming season in order to promote the HappyBet brand to AC Milan’s German and Austrian fanbase. 

The sponsorship deal kicked off ahead of the friendly fixture between the Rossoneri and Real Madrid CF on 8 August, held in Klagenfurt, Austria.

HappyBet has been one of the subsidiaries of the international gaming company the Playtech Group since 2017, which subsequently acquired Snaitech in 2018.

AC Milan, meanwhile, continues to embrace the sports betting sector as a means of sponsorship income as well as fan engagement via the agreement, having selected Premier Bet as its official betting partner in Africa earlier this year.