Betsson seals Ibiza shirt sponsorship despite impending Spanish ad ban
Stockholm-listed operator partners with “coolest club in the world” as Osasuna cuts ties with Kirolbet
Betsson has signed a speculative shirt sponsorship deal with Spanish third-tier football club UD Ibiza.
The Betsson logo appeared on the sleeve of the club’s light blue shirts for their promotion play-off on Saturday, although defeat for the Balearic side means they will remain in Segunda División B next season.
The deal with UD Ibiza, which stretches into the next campaign, is Betsson’s first sponsorship foray into Spanish football as it seeks to grow market share in the European territory.
“We are two brands with great potential and that is why we have decided to unite,” said Betsson Spain MD David Plumi.
“Ibiza is a club that has been working very well and we hope that they can soon make the leap [up the leagues].
“The Ibiza brand is very powerful worldwide and with this alliance we are sponsoring the coolest club in the world,” Plumi added.
COMUNICADO OFICIAL I ✍️ @Betsson_Spain se une al #Ibiza hasta la temporada 2020/2021.
El gigante sueco ha elegido al club más cool del mundo.
➡️ https://t.co/QI782T3BSU#VamosIbiza 💙 #YosoyIbiza pic.twitter.com/lR9sp41JAf
— UD Ibiza 🩵 (@ibizaud) July 16, 2020
Betsson announced the marketing deal just one week after the Spanish government opted to ban gambling sponsorships in football as part of new ad restrictions on gambling.
The new decree will prohibit clubs from handing stadium or training ground naming rights to gambling operators, while traditional shirt sponsorships are also set to be outlawed.
Betsson told EGR the decree was still at the draft stage awaiting approval, while the Malta-based operator has submitted its own comments to the European Commission for consultation.
“There is still some time to go until the decree could become law and if the decision is to ban advertising, even on football sporting kits, then we shall take all necessary steps in cooperation with the club to ensure full compliance with the new regulations,” said Betsson’s Roderick Spiteri Schillig.
“We hope it doesn’t come to that though since the proposed ban is an unnecessarily restrictive measure which does not serve the consumer interests as it stands, actually strengthening the unregulated offer as opposed to the regulated one, working against the objective of channelisation.
“There are a number of alternative measures in line with case law of the CJEU to strengthen responsibility of advertising by operators,” he added.
La Liga side Osasuna last week terminated its betting partnership with Kirolbet in wake of the Spanish government’s announcement.