Italian football club AC Milan has inked its first Asian regional sponsorship deal with online gambling operator Vwin.

On Monday, the Philippine-licensed Vwin announced its new role as Official Regional Partner of Serie A side AC Milan, marking the first such regional deal with the club. Club COO Lorenzo Giorgetti said the deal marked an “important step in the development of our commercial strategy in this key market.”

Financial terms of the deal weren’t disclosed, while the duration was described only as “multi-year.” Vwin inked a similar partnership with Milan’s Serie A rival Juventus one year ago. Vwin doesn’t have a license to offer wagers in Italy, meaning the deal is entirely focused on boosting the operator’s profile among football-mad Asian punters.

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