Italian football club Como 1907 has reached a new multi-year partnership agreement with Playbet.io.

The deal was facilitated by Nick Hunter of P11 Group and commercial agent Oliver Smith, establishing Playbet.io as the official entertainment partner of the club.

This partnership will feature the Playbet.io brand on LED billboards during home matches at Como 1907, aiming to enhance the platform's visibility throughout the season.

Speaking about the new agreement, C. Ryan Shelton, Chief Revenue Officer of Como 1907, said: "We are delighted to welcome Playbet.io into the Como 1907 family.

Their presence on global LED screens will add vibrancy to each match broadcast, demonstrating our shared commitment to engaging and enhancing the fan experience."

Miguel Almeida, Chief Marketing Officer at Playbet.io, added: "Playbet.io is thrilled to partner with the historic Como 1907 club. We believe this partnership will be a great success, and Playbet.io extends a warm welcome to all the passionate fans of Como 1907!”

The agreement aligns with the growing trend of relationships between global gambling operators and football clubs.

For instance, earlier this month, QuinnBet reached a two-year sponsorship deal with Millwall Football Club.

Shortly thereafter, Betsson extended its partnership with Boca Juniors, continuing as the jersey sponsor of the Argentine club until 2028.