Bet365 Bags Ten New Deals in La Liga

Publish: 06.08.2018
Bet365 is making stronger, deeper inroads into Spanish football. This time, the online sports betting platform has landed ten sponsorship deals with teams in the La Liga- Spanish football league. The prestigious tournament has given the platform a chance to connect with over half of Spanish football’s crème de la crop. A local newspaper Economista called this deal Bet365’s ‘colonization’ of the country’s soccer scene.

The ten entities that signed sponsorship deals with the platform include Athletic Bilbao, SD Eibar, Villareal, Real Valladolid, Real Betis, Espanyol, Getafe, SD Huesca, Rayo Vallecano, and Celta Vigo. The big three of the soccer league- Real Madrid, Atletico Madrid, and Barcelona are yet to sign a deal with Bet365, but most other big names have already been roped in.

The deal does not include shirt sponsorship. Instead, the Bet365 logo will be included on team buses, stadiums, and facilities along with other online profiles of the teams- including team websites and social media accounts. The company did not disclose the valuation of the deal.

The sponsorship agreements come after Stoke City’s relegation from English football. After spending 10 years in the top tier, their relegation from the English Premier League presented major challenges for the betting platform. The billionaire Coates family bought Stoke City in 2006, and Bet365 remained a sponsor for the team perpetually, and it played in the Bet365 Stadium. Now, the platform has zero representation in the EPL, a global platform. Instead of sponsoring another English team, they have turned their eyes on another European prize- the Spanish La Liga.

La Liga is a perfect spot for the betting platform as it rivals the EPL in terms of global reach, sponsorships, top-tier football, and players too. Bookmakers have been looking for ways to get into the league, thanks to its increased popularity and top-tier players. Real Madrid currently has a partnership with Codere, while Barcelona works with Betfair. On the other hand, both Valencia and Atletico Madrid have deals with Bwin. Betway has three deals with Alaves, Legabes, and Levante.

Betting industry sponsorship is reaching new heights as European football gets popular. Only Italy remains an exception as it has banned all kinds of gambling adverts in the country. UK media has also consistently talked about ‘normalizing’ gambling as 60 percent teams in the top two divisions are sporting logos of sports betting platform. 9 of 20 teams in EPL currently have sports betting logos while 17 of 24 in tier-two Championships have similar logos. Most platforms are using the popularity of soccer to gain more exposure in overseas markets like Asia.