Sports clubs have increasingly sought to build partnerships with sports betting companies as they provide them with huge potential of tapping into a new market, especially when they involved in a continent different to the one in which they play their competitive football.

Indeed, betting sponsorships have always been crucial for many football clubs over the world, with companies such as sbobet having managed to form partnerships with a number of teams in recent memory and it appears that trend is only going to continue to grow over the next few years.

Although there are clubs whose name will likely carry them across much of the world, there is clearly still a need for the sports betting operators to help them get their name to newer audiences.

Inter Milan are just one side who have one of those big-named sides that have looked to exploit the potential that teaming up with a huge gambling operator outside their normal sphere. I Nerazzurri have signed up to a regional partnership with Asia-facing online gambling operator SDY Sports, although signing up to gclub could have perhaps have been as potentially lucrative as well.

The partnership has been formed for two years, covering the 2020/21 and the 2021/22 seasons, and will see SDY Sports become the team’s official Asian online gaming partner.

For audiences that watch Inter Milan in Asia, they will be able to see brand new advertising from games that are played at the San Siro darting across the LED boards that surround the pitch via the innovative digital overlay geolocation technology that has been implemented.

The online gambling operator will also produce a number of other marketing initiatives throughout the course of the contract, in the hope of building their own appeal in the continent, whilst also improving Inter Milan’s own appeal as well amongst Asian sports fans.

“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,” SDY Sports chief executive Darwin Guo said.

“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.”

Indeed, Inter Milan are not the only club to have recently taken up a partnership with an Asian sports operator, as fierce rivals AC Milan have also signed up to an online casino and sportsbook in the last month. I Rossoneri completed a three-year deal with Yabo Sports in a similar effort to increase their own showing in the continent.