Spanish LaLiga football club Barcelona has agreed a deal to make online betting company 1xBet a new global partner.
The five-season contract will run from 2019-20 to 2023-24, with 1xBet set to replace Betfair in the role.
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Barcelona and 1xBet will work together in different activations across a wide range of assets, including access to the players to create promotional material and marketing campaigns. The company also holds partnerships with the likes of Serie A, the top division of Italian club football, and English Premier League team Tottenham Hotspur.
Josep Pont, member of the Barcelona board and head of its commercial area, said: “We are convinced that this deal with 1xBet will help us to continue to grow both on and off the field. This deal consolidates our global expansion strategy and we are sure that it will help us to connect with new sports fans all around the world.”
Betfair had been a global partner of Barcelona for the three seasons ending with the 2018-19 campaign.