Cruzcampo and Real Betis Extend Their Historic Partnership

The partnership between Cruzcampo, a renowned Spanish brewery, and Real Betis Balompié, one of La Liga’s most iconic football clubs, dates back to 1971.

In February 2023, the two sides solidified their bond further by agreeing to extend their partnership until 2025, marking it as the longest-running sponsorship in Real Betis’ history.

This extension will continue to position Cruzcampo as the club’s primary sponsor, a role it has held since the initial agreement over five decades ago. The collaboration between the two entities is a testament to their deep-rooted connection and shared values.

Enduring Legacy and Commitment to the Future

Ramón Alarcón, CEO of Real Betis, expressed his pride in this enduring partnership: “When we talk about Cruzcampo, it’s not just as a sponsor. Cruzcampo is a part of our family. Their 52-year relationship with us is a rare and cherished bond in professional sports. Real Betis and Cruzcampo are symbols of Seville and Andalusia. This partnership blends our rich history with a clear focus on the future, including advancements in the digital space.”

The extended deal will focus heavily on fan interaction and engagement, with Cruzcampo’s beverages prominently featured across various touchpoints at Real Betis games and events. Cruzcampo’s branding will be integrated into the club’s marketing efforts, which include media campaigns, public relations initiatives, and enhanced visibility through image rights.

María Ruiz Sanguino, Senior Marketing Manager at Cruzcampo, highlighted the shared values between the two brands: “Cruzcampo and Real Betis both have deep roots in Andalusia, and our shared passion for excellence and authenticity makes this partnership even more meaningful. It’s an honor for us to continue supporting Real Betis, transcending the world of sports sponsorship and becoming a prominent cultural symbol in Andalusia and beyond. This expansion will allow us to continue celebrating victories with Betis fans, building on our long and successful relationship.”

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