Sports betting: AYX, regional partner of AS Roma and Atlético Madrid in Asia from 2020-21

AYX, a Chinese sports betting operator and entertainment platform, has become a regional partner of AS Roma (Serie A TIM) in Asia from 2020-21, announced the club on 09/02/2021.

AYX has the status of regional partner, the fifth level in the Italian club's sponsorship hierarchy. "As part of the new agreement, AYX branding will feature across Asian channels during the club's home games, courtesy of the LED pitch-side displays," said AS Roma.

Italian sports clubs are no longer allowed to enter into partnership agreements with gambling operators in Italy. Clubs therefore enter into contracts for other markets, as AS Roma has already done with Win365 (betting) for the Asian market (since 2020-21). Spain has also taken its own measures on the subject: the promoting of these operators will be drastically limited from 2021-22 (see below).

However, AYX has also become a regional partner (third level) of Club Atlético de Madrid (LaLiga Santander) in Asia for the 2020-2023 cycle following a contract signed on 05/02/2021. These are the first two agreements signed by the betting operator in…