bwin.party looks to extend Real Madrid partnership

30May 2013

bwin

Online gaming provider bwin.party digital entertainment has announced that it is in the ‘final stages’ of agreeing a long-term deal to serve as the official digital partner of Spanish football club Real Madrid.

The new agreement will follow the conclusion of bwin.party's existing six-year shirt sponsorship arrangement with the record 32-time domestic champions, which is due to end this weekend.

“Our decision not to renew the shirt sponsorship brings to an end one chapter in our relationship with Real Madrid, which has delivered six highly successful years of brand promotion for bwin on the shirts of one of the world’s truly global football brands,” said Norbert Teufelberger, Chief Executive Officer for bwin.party.

“We now look forward to beginning the next chapter by leveraging our brand strengths to drive revenues and create premium content for our customers and Real Madrid’s millions of followers. We remain committed sponsors and wish Real Madrid every success in the club’s pursuit of more trophies.”

The operator declared that the new digital partnership is due to position bwin.party ‘at the centre of promotional activities for one of the world’s most popular football clubs’ and also see its bwin brand integrated into Real Madrid’s website and its social media and mobile applications. The deal will additionally include the creation of co-branded gaming products, match day perimeter board signage and access to players for marketing campaigns.

“Our partnership with bwin.party as our shirt sponsor has been very constructive and beneficial for both parties,” said Florentino Perez, President for Real Madrid, which is due to finish in second spot this season behind rival Barcelona.

“We are pleased to have contributed to the success of the bwin brand and are grateful to have had the opportunity to learn and share experiences with one of the most dynamic and innovative companies.”