SBC News Voice of the Sports Betting Industry
Russian bookmaker Fonbet has become an official partner for Spain’s La Liga on a three year deal, which is set to see “ground-breaking activation’s and brand promotion” begin this year via Project11.
Dubbed “unique” for the firm, it marks the time that such a partnership with one of the world’s leading football leagues has been made.
Alina Yakirevich, Marketing Director of Fonbet, stated: “It is important for us to become a partner of the strongest football League in the world. Last season’s ratings showed that in Russia, LaLiga is one of the greatest interests to the audience.
“This season we have planned several joint activities with the League, including a trip to El Clasico for our clients. Fonbet offers a wide variety of events through the League. We are confident that this will be a long-term and effective partnership with LaLiga.”
Under the terms of the partnership, Fonbet is to see its branding appear throughout the games of the country’s leading sides, including current champions Barcelona and Champions League holders Real Madrid.
Furthermore, Fonbet details that a number of “exciting activation’s” have been prepared for clients and the wider footballing community, including valuable prize giveaways and online activities.
Grégory Bolle, Head of Global Partnerships at LaLiga, commented: “Fonbet is the leading betting brand in Russia, a strategic market for LaLiga in which we have had a presence in Moscow since 2016 through our innovative Global Network program.
“The partnership further reinforces the relationship with the Project11 Agency and the best league in the world, LaLiga. Making the possibility to expand and penetrate in new markets a reality. Our goal is always to keep growing in emerging territories and bring LaLiga closer to our fans worldwide.”
More detailed information regarding the agreement is to be released in due course, with a press conference featuring both parties scheduled to take place in Russia next month.
Scott Taylor, Partner at Project11, added: “A fantastic signing for LaLiga and Fonbet alike. Growing the league’s global fan base and reach year on year, this enhances the timely and close relationship between both LaLiga and Project11.
“Working with the Fonbet team and LaLiga’s partnership team is a pleasure, maximising the activation and experience for Fonbet in its chosen region.
“Project11 continues its growth in placing partners both with LaLiga and in global sports, complemented by its significant perimeter advertising rights.”
