Italian soccer heavyweights AC Milan have struck a new commercial deal with Winbet, a Bulgaria-based online casino firm.

Through the tie-up, Winbet becomes a regional betting partner of the Serie A club across Europe, with a particular focus on markets including Bulgaria, Serbia, Croatia, and Belarus.

The agreement represents the first occasion a Bulgarian betting firm has struck a deal with a major European soccer institution.

AC Milan – who finished eighth in the league last season – have said the deal will "drive fan engagement, offering local supporters exclusive content, premium experiences, and exciting promotions."

The club's front-of-shirt sponsor is the Emirates airline – GlobalData Sport, at the time the deal was struck, valued the tie-up at $31 million annually – with Puma its kit supplier.


Elsewhere in Serie A, Udinese have brought in bread products brand Crich as their new training kit partner for the upcoming 2025-26 campaign.

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The club's players will wear Crich-branded kit in both training and pre-match warm-ups.

Udinese finished 12th last season and will start their 2025-26 campaign at home to Hellas Verona in late August.

In early June, it was reported that the club – currently owned by the Pozzo family – was on the verge of being taken over by US-based global investment firm Guggenheim Partners.


Meanwhile, in Germany, Borussia Monchengladbach have extended their main sponsorship tie-up with online bathroom retailer Reuter through 2026-27.

The pair first agreed terms in 2011, and the deal took on front-of-shirt sponsorship status ahead of the 2024-25 Bundesliga season, in which Monchengladbach finished 10th.

That deal was originally set to run through 2025-26, but has now been extended for another campaign.

Reuter has its headquarters in Monchengladbach.

At the time the main tie-up between the two parties was unveiled, last February, GlobalData Sport valued the deal at almost $24 million in total.


In France, Lille have brought in Swiss menswear brand Strellson as a partner.

The company becomes the club's official outfitter, in a deal brokered by the Sportfive agency, which manages the club's commercial dealings.

Strellson will dress the players, coaches, and officials of Lille in "exclusive off-pitch attire."

At the club's Decathlon Arena home stadium, meanwhile, there will also be evidence of the partnership, "through editorial campaigns and digital activations."

Lille finished fifth in Ligue 1 next season, and as a consequence will compete in pan-European UEFA competition next year.