PlanetPay365 has established a deal with ACF Fiorentina for the 2021/22 football season, as the enterprise becomes the club’s official value-added service partner.

The agreement looks to increase the Planet Entertainment-owned brand’s visibility, and expand business in the Tuscan region, as the group will be present at the Artemio Franchi stadium on the LED perimeter boards.

Troy Cox, Chief Commercial Officer of SKS365 – of which Planet Entertainment is a division of, noted: “We are extremely pleased to continue down the path initiated last season with ACF Fiorentina, a team with a long history, important values and strongly linked to the territory.”

The enterprise also gains brand integration via interview backdrops and giant screens during all the team’s Serie A and Coppa Italia home matches. 

“Tuscany is a key region for our business objectives and this renewed synergy will allow us to enhance our project and make it more competitive not only on a regional level but also on a national level,” Cox continued.

Furthermore, the deal sees PlanetPay365 also integrated into digital channels through social media marketing, digital awareness and lead generation campaigns on the official channels of the top-flight club.

Additionally, as official partner of the Serie A side for value-added services, PlanetPay365 is to become part of the “InViola” network, offering its ‘multifunctional solution’ to 500 commercial activities affiliated with ACF Fiorentina. 

“We are delighted to continue the deal with a company that offers customers a variety of services with high technological standards in just one solution. A technological and quality-minded partner who, like us, is focused on innovation”, commented Joe Barone, General Manager of ACF Fiorentina. 

“We are very pleased to welcome PlanetPay365 to the Viola family and we are sure that this partnership will bring great benefits to both companies”.

In October this year, sports betting platform Olybet also signed an agreement with the team to gain exposure at the stadium in being named its official regional betting partner.

Similarly, the collaboration saw OlyBet and OlyBet.TV branding visible on the sideline LEDs throughout Europe and in the home games’ digital overlay technology that was adopted by the club at the start of the season.