bwin.party digital entertainment plc (bwin) has said it is in the final stages of discussions with Spanish professional football club Real Madrid in an extension of their long-standing relationship which will see the two become official digital partners in a new multi-year deal.
The new digital partnership will follow the end of bwin’s six-year shirt sponsorship which the company said had been fundamental in establishing it as a leading online gaming brand in Europe.
The move to a digital partnership reflects a shift in consumer behaviour leading to bwin’s sponsorship strategy focusing on social media, social gaming, online and mobile integration said a company statement.
Under the terms of the yet to be finalised deal, bwin will be positioned at the centre of promotional activities for the popular football club with integration of the bwin brand into Real Madrid’s website, social media and mobile apps. Other initiatives will include the creation of co-branded gaming products, match day perimeter board signage and access to player for marketing campaigns.
“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,” said Norbert Teufelberger, chief executive officer of bwin.
Florentino Perez, President of the Real Madrid Club added: “Our partnership with bwin.party as our shirt sponsor has been very constructive and beneficial for both parties. 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.”