While sports bookmakers dominate UK Premier League uniforms, in Italy they are struggling with stricter laws and trying to prevent their presence on club shirts. Following the English model, in Spain they act freely.
Proof of this is that Bet365, whith a branding name del with the Stoke City stadium, has signed contracts with ten teams from the Spanish first Division football league. They are: Espanyol, Villarreal, Atlhetic Bilbao, Real Betis, Getafe, Huesca, Celta, Rayo Vallecano, Real Valladolid and Éibar.
The attempt to recover visibility in the league competition that together with the Premier League presumes to be the most powerful one in the world seems to be behind this decision to join as an official betting house to ten La Liga teams, although in none of them advertising has been included on the shirts, but the logo of bet365 will appear on the websites, press conferences, social networks and facilities (including stadiums) of the clubs.
The strong offensive of the British company in LaLiga Santander is focused on expanding the digital environment. It will appear in content published in the channels of each of the sponsored, in addition to official website and application.
In this way, Bet365 follows in the footsteps of other bookmakers already present in Spanish football. Betway is with Levante, Leganés and Deportivo Alavés. Bwin recently renewed with Atlético de Madrid and Valencia. Finally, Barcelona maintains ties with Betfair, while Real Madrid follows with Codere.
In 2016, online betting companies invested a total of € 138 million in sponsorship in Spain. The amount only covers partnerships with clubs and leagues, excluding efforts involving advertising in the intervals of television games and social networks.
List of operators and teams for the Santander 2018/2019 League season, whose sponsor will remain Sportium:
• Betway: is associated with Levante UD, CD Leganés and Deportivo Alavés.
• Bwin: has renewed contract with Atlético de Madrid and Valencia CF and Sevilla
• Betfair: continues with FC Barcelona
• Codere: will remain the Official Gambling House of Real Madrid
• Luckia: continues with RC Deportivo
• El Dorado: will collaborate as a sponsor with SD Huesca
• Bet365: RCD Espanyol, Villarreal CF, Atlética Club, Real Betis, Getafe CF, SD Huesca, RC Celta, Rayo Vallecano, Real Valladolid and Eibar SD
Source: GMB / MKT Esportivo
