AS Roma has entered into a multi-year partnership with Eurobet.live, naming the betting operator as the club’s new main sponsor through to the 2028/29 season.

Under the agreement, Eurobet.live branding will feature prominently on AS Roma’s first-team jerseys, marking a significant commercial partnership for both the Serie A club and the online gaming operator.

Strategic alignment and brand visibility

The deal strengthens Roma’s commercial portfolio while offering Eurobet.live access to one of Italy’s most passionate fanbases. The partnership reflects a shared focus on fan engagement, with both parties expected to collaborate on activations designed to connect more directly with supporters.

For Eurobet.live, the shirt sponsorship provides high-impact visibility in a competitive betting market, reinforcing its positioning through association with a globally recognised football brand.

Growing role of betting partnerships in football

The agreement highlights the continued convergence between football and the betting industry, where sponsorships remain a key driver of revenue and brand exposure. Clubs increasingly rely on such partnerships to expand commercial reach, while operators benefit from consistent visibility across matchdays and digital channels.

Roma indicated that the collaboration will include fan-focused initiatives and promotional campaigns, aimed at enhancing engagement both in-stadium and across digital platforms.

Long-term commercial outlook

With the deal running until the 2028/29 season, both parties signal a long-term commitment to building a sustained partnership. The agreement also comes amid ongoing regulatory scrutiny around betting sponsorships in European football, making structured and responsible collaborations increasingly important.

As the partnership develops, further activations and campaigns are expected to strengthen the connection between the club, the brand and its global audience.

Sources: Gamblerspost