Villarreal among ten La Liga clubs to sign deals with Bet365

Betting company announcement covers half of Spanish soccer’s top flight.

Villarreal among ten La Liga clubs to sign deals with Bet365

Villarreal/Twitter

British online betting company Bet365 has announced ten new sponsorship deals with clubs in Spanish soccer’s top flight.

The swathe of deals announced concurrently on Wednesday represents official partnerships with half of the teams in La Liga: RCD Espanyol, Villarreal, Athletic Club, Real Betis, Getafe, SD Huesca, Celta Vigo, Rayo Vallecano, Real Valladolid and SD Éibar. The economic terms have not been disclosed but the deals all cover the 2018/19 and 2019/20 seasons.

Bet365 has been active in television advertising and soccer stadiums, especially in the UK, but will now will look for a greater activation on social networks with the fans of each team.

In 2016, online betting companies invested €138 million in sponsorships in Spain, a figure that does not include money spent marketing on TV, social media or billboards. That amount represented a 3.5 per cent rise on the previous year.

Bet365’s big push in La Liga follows that of rivals Betway, which secured deals with Levante UD, CD Leganés and Deportivo Alavés this summer. Meanwhile, Bwin has renewed its contract with Atlético Madrid and Valencia. Barcelona have a betting partnership with Betfair and Real Madrid with Codere. City Football Group-owned Girona recently signed a shirt sponsorship deal with Marathonbet. Sevilla signed a shirt sponsorship deal with online casino Playtika back in February.

The Spanish soccer season gets underway with Barcelona taking on Sevilla in the Spanish Super Cup in Tangier, Morocco on 12th August.