Betway ramps up Spanish marketing presence with Real Betis deal
Operator scores two-year agreement including perimeter advertising at Benito Villamarin stadium
Betway has signed a two-year deal to become the official shirt sponsor of Spanish top-flight football club Real Betis.
The partnership will see the Betway logo appear on the club’s green and white jersey from the start of the 2020-21 La Liga campaign, as well as around the perimeter of the Benito Villamarin stadium.
The Spanish football sponsorship is the second confirmed in as many weeks for Betway, after the operator reached a renewal agreement with relegated CD Leganés on 3 August.
Betway CEO Anthony Werkman said: “Real Betis play in one of the most popular leagues in the world, where we already have a tremendous presence.
“We couldn’t be happier to be partnering with one of the established clubs with a great history. We look forward to showcasing Betway to their fans and the people of Seville,” he added.
Online gambling operators including Betway and Betsson have been quick to sign sponsorship deals with sports clubs before the practice is potentially outlawed by the government’s Royal Decree.
Real Betis general director of business Ramón Alarcón said of the deal: “At Real Betis we have been working in the digital environment for many years to increase the value of our advertising assets.
“This sponsorship agreement, which is the most important quantitatively in our history, recognises this work, for which we are proud.”
Gambling marketing spend in Spain increased 11.7% to €372m (£335.7m) in 2019, buoyed by a 43% uptick in sponsorship spend totalling €20.6m (£18.5m).