Bwin.party and Spanish football giants Real Madrid have announced they are in the final stages of a new deal to replace their current shirt deal that expires at the end of the current season.
It has been 6 years since bwin first took the option on the shirt sponsorship of Real Madrid, but at the end of the current season they will not be shirt sponsor anymore, but will become the official digital partner of the club.
The deal which is believed to be a multi-year agreement, follows the decision to move to a new digital partnership reflecting a shift in consumer behaviour over the past few years which has led to an evolution in bwin.party’s sponsorship strategy to focus on social media and social gaming, online and mobile integration, as well as exploiting the Group’s extensive content and media rights catalogue.
It is in these areas that both parties are now looking to extend their relationship going forward.
This new deal will see bwin at the centre of promotional activities for one of the world’s most popular football clubs and includes the integration of the bwin brand into Real’s website, social media and mobile apps.
It will also see the creation of co-branded gaming products, match day perimeter board signage and access to players for marketing campaigns.
Group CEO of bwin.party, Norbert Teufelberger said: “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.
We now look forward to beginning the next chapter by leveraging our brand strengths to drive revenue 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.”