Italian second-tier rebranded Serie bwin

Italy’s second-tier football division, Serie B, will be rebranded Serie bwin after a two-year sponsorship deal was signed with the Austrian betting company.

The deal will bring much-needed revenue to the division, which has seen several years of financial difficulties.

Serie B will run its own affairs in the new season, after top flight Serie A broke away from the two-division professional league.

Serie B president, Luca Ferrari, said: “The breakaway of Seri A was consensual. The newly created Serie B has already faced many challenges and there will be others in the future, but with bwin by our side, we can achieve great things.”

Bwin Italy CEO, Paulo di Feo, added: “We are delighted to be working alongside the new Serie B in this exciting new adventure. Today, with the advent of Serie bwin, we are facing a very exciting new challenge, giving us real contact with local people, the chance to support a competition strongly linked with the Italian tradition in which we will pay particular attention to the youth.”