Online sportsbooks Betway and Dafabet have expanded their footprint in Spain after signing new deals in La Liga.
Dafabet has agreed to become the front-of-shirt sponsor for Cádiz FC for the next two seasons, while Betway has agreed to become Celta Vigo‘s official bookmaker.
The 2020/21 La Liga season will commence on 12th September, just under two months after the prolonged 2019/2020 campaign ended.
Gambling regulation has been a hot topic in Spain this year and operators may soon have to comply with severe advertising restrictions.
“Proud”
Cádiz will play their first season in the Spanish top flight since they were relegated at the end of the 2005/06 campaign. Since then, they have traded places between the Segunda, Spain’s second-highest division, and the Segunda B – the third tier.
Dafabet Head of Sponsorship John Cruces had the following to say.
“We must congratulate Cádiz for their return to LaLiga, and for those who represent our first steps in Spanish football.
“This alliance will help us to strengthen our global footprint, starting from the union with the important Cadista fans.”
Dafabet will feature on the club’s playing kits, as well as its training and travel wear.
Supporting the matchday experience
Betway’s new deal with Celta Vigo comes shortly after it agreed to extend its partnership with Leganés – who were relegated from La Liga last season. Its partnership with Celta will provide it with access to in-stadium advertising rights, while the two parties will collaborate to develop pre-match promotional content.
Celta Vigo Vice President Ricardo Barrios expressed his delight at the new deal. He hopes that the two can pull through uncertain times together.
“In RC Celta we are very satisfied with this agreement, since it is very important for the sport that a brand of international prestige offers his support in a few especially complicated moments.
“It is not easy to obtain this type of support in the current circumstances, with so much social and economic uncertainty, and for that reason in the club we value this agreement very positively, which allows us to continue growing as an entity and brand, and to continue advancing in our international expansion.”
Spanish gambling regulation may soon be tightened
The Spanish government has warned that betting companies may soon be subjected to strict regulations surrounding advertising. As part of this, sponsorship agreements would be one of the targets.
In the most recent draft of the Royal Decree on Advertising, which has been submitted to the European Commission, it’s stated that “sponsorship in sports T-shirts or equipment will not be admissible”.
The European Betting and Gaming Association (EBGA) has warned that current proposals could be too restrictive and therefore counterproductive.
