Russian betting operator Fonbet has signed a two-and-a-half-year deal with Spanish football giants Real Madrid.
Through the partnership, the sportsbook will offer a wide range of fan experiences – as well as other exclusives like enhanced odds.
The sponsorship will also see Fonbet become Real Madrid’s official betting partner in the Commonwealth of Independent States (CIS) region.
“A top brand”
Fonbet’s partnership with Real Madrid will last until the end of the 2022/2023 La Liga season.
After partnering with the 13-time European Cup winners and current La Liga champions, Fonbet Chief Marketing Officer Alina Yakirevich said the following.
“Real Madrid is much more than a football club – it’s a top brand.
“Their shirts are sold all over the world, the club operates its own restaurants and shops and takes part in social and charitable projects.
“We plan to work actively not only in Russia, but also in CIS regions where Fonbet is located – Belarus and Kazakhstan. Our partnership goal with Real Madrid is to create a unique football experience for the club’s supporters and football fans all around the world.”
Fonbet CEO Alexander Paramonov also spoke about the new partnership.
“We are very excited about becoming the official partner of Real Madrid in Russia and the CIS. Real Madrid is one of the most titled and world-known football clubs. It has a rich history and solid reputation.
“Real Madrid sets out to win every game and to give an example of fair play and beautiful football. Fonbet is the leading company on the CIS betting market and aims to be the best at what they do. I believe that our partnership with Real Madrid will be productive and beneficial to all.”
Spanish gambling industry grappling with strict ad regulations
The Spanish betting industry has been anticipating stricter advertising regulations for a while now. When the current governmental coalition came into force late in 2019, they almost immediately set about tightening this area.
During the COVID-19 pandemic last year, temporary restrictions were introduced. More permanent ones, which would include all advertising bans outside of certain windows, have also been put forward.
Last October, the government also said that betting sponsorships with sports clubs in the country are obliged to end at the end of the current season.
These regulations have received criticism both within Spain and from the European Betting and Gaming Association (EBGA).
Recently, an appeal has been put forward by JDigital and AMI in Spain.
“The recently approved regulation is inconsistent with the reality of the online gambling sector in Spain, clearly disproportionate, and will not only be ineffective in solving the problems that the coalition government parties have been denouncing, without data, for years but will most likely aggravate them, contributing to a growth of the illegal market not subject to supervision.”