Under the terms of the agreement, AYX branding will be prominently displayed across Asian channels during AS Roma’s home games through LED pitch-side displays. This strategic partnership will also grant AYX access to the Roma brand for use in promotions on digital platforms and social media, thereby enhancing its exposure in the Asian market.
Roma’s commercial director, Giorgio Brambilla, sees this partnership as aligned with the club’s ambitions and expects it to contribute to the development of both brands’ international commercial strategies. While Roma cannot form alliances with domestic gambling partners in Italy due to the Dignity Decree laws, the club can collaborate with overseas operators like AYX.
The ban on domestic gambling sponsors applies to all media platforms within Italy, including television, websites, and radio. However, partnerships with foreign entities are exempt from this regulation. Steven Chang, AYX’s chief marketing officer, believes that this partnership will be highly beneficial for both brands, as it brings together passionate Roma fans and millions of AYX users. He also views it as a crucial step in AYX’s growth strategy, capitalizing on the expanding footprint of AYX in Asia and paving the way for new opportunities in sports gaming and entertainment.
