Utilising digital overlay geolocation technology, fans in Asia watching Inter Milan home matches on television will see SDY Sports branding on LED boards inside the team’s San Siro stadium.
SDY Sports will also roll out a number of other marketing initiatives during the course of the season.
“Inter are one of the most popular football clubs on the planet with a strong international fanbase so this partnership is a major success for us. We’re delighted to see the SDY Sports brand associated with one of the world’s biggest teams and we’re looking forward to developing exclusive activities for Nerazzurri fans with the club,” SDY Sports chief executive Darwin Guo said.
In the face of the growing financial implications of COVID restrictions in Italy, the change comes as Italian clubs search for additional revenue.
The deal would build on Serie A ‘s success in the Asian market, with major soccer clubs across Europe searching for sponsorship opportunities for Asian operators. A four-year deal with M88 was recently penned by La Liga.
The attention of Inter Milan on the Asian market comes after local rival AC Milan last month signed a three-year agreement with Yobo Sports.
Despite Italy’s negative feelings towards football club betting sponsorships, Italian clubs continue to establish good relationships across the Asian region. Lazio has an agreement with HQ Bet as its Chinese partner, JBO is the Asian betting partner of Bologna, while 10Bet is known as the Juventus Series A title holder ‘s foreign partner.