Italy has a new online sports betting market leader, as Planetwin365 finally dethroned longtime champion Bet365.

Figures published by Italian gaming news outlet Agimeg.it indicate that the Austria-based SKS365 Group’s Planetwin365 brand captured 14.9% of Italy’s online sports betting market in the month of September, eclipsing perennial frontrunner Bet365, which slipped to second place with 13%. Planetwin365’s brand evidently got a boost from its new betting partnership with Italian Serie A footballers Napoli.

It was a long and impressive run by Bet365, but Planetwin365’s ambitions became apparent this spring, when the brand dethroned Ladbrokes Coral Group’s Eurobet brand for second place on Italy’s online betting charts. Eurobet ranked third on the September chart with 9.85%, ahead of Snaitech (9.44%) and SISAL (8%).

Snaitech ruled the land-based retail betting market, capturing an 18% share, easily outpacing runner-up Eurobet at 13.6%, with Lottomatica (13.58%), SISAL (11.8%), Goldbet (10.2%), Gamenet Group (10%) and SKS365 (9.9%) rounding out the retail market’s other main players.