Bwin Sponsorship Strategies with La Liga Clubs - A Lesson For Brand Managers

Online betting company Bwin has agreed sponsorship deals with Spanish LaLiga football clubs Valencia, Sevilla, Atlético Madrid and Villarreal.

Bwin will serve as an official partner of Valencia for the remainder of the 2016-17 season and the 2017-18 campaign.

Under the agreement, it will have a presence on advertising boards at Valencia’s Mestalla stadium, as well as on the club’s official website and digital and social media channels.

Bwin’s partnership with Atlético also runs until June 2018 and includes the option of a one-year extension.


Bwin will benefit from brand exposure during Atlético home games, while it will be entitled to use the club’s assets to develop advertising and promotional campaigns. Bwin will also have a presence on Atlético’s social and digital media channels.

Bwin’s contract with Sevilla names it as the official betting partner of the club until May 2018. The company will be granted LED advertising exposure during Sevilla’s home games as part of the deal.

Sevilla’s marketing department will also design a set of digital assets for Bwin, with the company set to be promoted on the club’s official website and via social media.

Bwin will partner with Villarreal through to May 2018. The company will be present on all the club's advertising media for matches played at the Estadio de la Cerámica. Furthermore, as part of the agreement, the Bwin brand will also be present on the club website, social networks and other digital assets.