Sportradar, the sports data and digital content company, has brokered two shirt sponsorship agreements between betting companies and Spanish football clubs as it continues to develop its sponsorship sales operations.
Betfred, the UK-based betting company, has entered the Spanish market by becoming Real Mallorca’s shirt sponsor for this season and the 2020-21 campaign.
A deal between Sporting Gijón’s and online gaming firm Interwetten was announced today and also spans the next two seasons.
Sportradar ad:s, the company’s marketing services arm for bookmakers, has facilitated both deals by identifying football sponsorship opportunities for both Interwetten and Betfred.
The two betting companies are both clients of Betradar, Sportradar’s supplier of sports data and live streaming services to the betting industry.
Along with the front-of-shirt exposure, Betfred has secured advertising presence at Mallorca’s Son Moix Stadium and digital activation opportunities. Betfred replaces fellow betting company Betpoint as Mallorca’s shirt sponsor as the Balearic outfit makes a return to the top-tier LaLiga.
Betfred was recently granted a license to operate in Spain and will launch its Spanish website this weekend.
Fred Done, Betfred’s chief executive, said: “The agreement with RCD Mallorca is the first partnership we have made outside of the United Kingdom. The deal to be the principal partner of the Spanish Club is one we believe will assist our planned expansion both in Spain and internationally.”
Interwetten is an existing sponsor of the Bundesliga’s VfL Wolfsburg and TSG Hoffenheim and was previously a sponsor of Espanyol and Sevilla.
Sportradar ad:s was launched at the start of the year and has already signed up betting company Casa de Apostas, another Betradar customer, as the official betting partner of Brazilian football quartet Bahia, Botafogo, Cruzeiro and Santos.
Sportradar strengthened its sponsorship sales capacity towards the end of last year when it appointed Hampus Lofkvist, former director of sponsorship in Europe at MP & Silva, as director of global sponsorship sales.