AC Milan inks Snaitech's HappyBet as official betting partner in Germany and Austria

Italian soccer club AC Milan and HAPPYBET, the betting operator part of Playtech's Snaitech group, announced Saturday a new partnership that sees HAPPYBET become the new Official Betting Partner of the Rossoneri in Germany and Austria.

The announcement of the new partnership came ahead of the prestigious friendly fixture between AC Milan and Real Madrid CF, which took place on Sunday, August 8th, in Klagenfurt, Austria.

Under the terms of the agreement, HAPPYBET will benefit from enhanced brand visibility to German and Austrian soccer fans in the form of side-line LED screens during AC Milan’s home Serie A fixtures at the San Siro Stadium. Something made possible thanks to the Digital Billboard Replacement (DBR) technology, which allows the virtual overlay showcasing of the brand on the digital billboards at San Siro.

The partners will collaborate on a number of exclusive initiatives that will be launched throughout the season with the aim to promote the HAPPYBET brand to the large AC Milan fanbase in Germany and Austria.

In 2017 HAPPYBET was acquired by the Playtech Group, an international gaming company operating in 24 different countries that also controls Snaitech since 2018.