SBC News Voice of the Sports Betting Industry
Betway has announced its biggest Spanish market sponsorship commitment to date, becoming the international betting partner of La Liga champions Club Atletico Madrid.
Securing a two-year agreement, Betway will serve as the international betting partner of Atletico for all territories except Spain and Asia.
As of 1 August, Spanish media and sports clubs have observed a blanket ban on betting sponsorships enforced under the federal mandate of Spain’s Royal Decree on Advertising.
Previous arrangements had seen Betway serve as principal sponsor of Spanish football clubs Deportivo Alaves, CD Leganes and Levante UD – sponsorships that the bookmaker was forced to terminate adhering to Spain’s new advertising laws.
Updating stakeholders, Betway stated that it would utilise Atletico’s stature as La Liga champions to develop its brand and social media content for existing markets.
Betway maintained that the Atletico Madrid partnership would benefit its single brand identity which operates across multiple markets in which Betway serves as a principal partner for leading sports clubs and governing bodies
Anthony Werkman, Betway CEO, said: “We’re incredibly proud to become the official sports betting partner of the current La Liga champions, Atlético de Madrid.
“With a team full of internationally recognised names, this partnership will gain further exposure for our brand, which has an ambitious global vision.”
2021 has seen Betway add the NBA teams of Brooklyn Nets, Chicago Bulls, Cleveland Cavaliers, Los Angeles Clippers and Golden State Warriors to its roster of sponsored teams.
In addition, Betway has become a principal partner of West Indies Cricket, Cricket South Africa and Sprinkboks Rugby
“We are very keen with our partnership with Betway outside of Spain. It is a top global player in its sector which will represent an important support to the Club’s international expansion strategy.” said Iñigo Aznar, Commercial Director of Atlético de Madrid,
“We look forward to starting to work together and make this partnership a great success for both Betway and Atlético de Madrid.”
