Betting operator Betway has signed as the new main shirt sponsor of Spanish LaLiga club Real Betis, after the early exit of online broker EasyMarkets from the role.
EasyMarkets had signed for three seasons, from 2019-20 to 2021-2022, but ended its relationship with the club prematurely.
Along with the shirt sponsorship rights, Betway has been awarded assets in hospitality, image rights, and advertising rights on media and digital platforms.
Ramón Alarcón, general director of business at Real Betis, said the Seville-based club’s digital and social reach was important to the deal.
“At the club, we have been working for many years to develop the digital world to increase the value of our advertising assets,” he said. “This sponsorship agreement, which is the most important quantitatively speaking of our history, recognises that work.”
The deal comes at a time when the Spanish government’s Consumer Affairs Ministry is drafting regulations to prohibit betting operators from advertising on television broadcasts, in stadiums and on kits.
Last month, Spanish online gambling trade body Jdigital launched an appeal against the Affairs Ministry’s actions. The trade body said the government had not followed correct business procedures and had failed to give business stakeholders a chance to respond to last-minute changes in the draft legislation.
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