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LaLiga signs Russian betting partner

LaLiga, the top division of Spanish club football, has agreed a three-season partnership with Russian bookmaker Fonbet.

The deal, brokered by the Project11 agency, sees Fonbet become a regional partner of LaLiga from the current 2018-19 season through to the end of the 2020-21 campaign.

Fonbet will receive branding rights at games featuring Barcelona, Real Madrid and Atlético Madrid, while activations such as prize giveaways and online activities are also planned for Russian fans.

Alina Yakirevich, marketing director of Fonbet, said: “Last season’s ratings showed that in Russia, LaLiga is one of the greatest interests to the audience. This season we have planned several joint activities with the league, including a trip to El Clasico for our clients. We are confident that this will be a long-term and effective partnership with LaLiga.”

Grégory Bolle, head of global partnerships at LaLiga, added: “Fonbet is the leading betting brand in Russia, a strategic market for LaLiga in which we have had a presence in Moscow since 2016 through our innovative Global Network program.”

Further details about the partnership will be revealed at a press conference in Russia next month.