Real Madrid and VERSUSbet Sign Two-Year Partnership to Boost Brand Expansion Across Europe

October 4, 2024 – Madrid, Spain – Real Madrid CF has announced a new two-year regional sponsorship agreement with VERSUSbet, the sports betting and online casino division of Grupo Orenes. The deal covers the entire European market, with the exception of Spain, and represents a strategic move by VERSUSbet to expand its presence across the continent by aligning with one of football’s most prestigious clubs.

The agreement was officially unveiled at Real Madrid City, with Emilio Butragueño, Real Madrid’s Director of Institutional Relations, and Javier López Cerrón, CEO of Grupo Orenes, present for the signing and media presentation.

Expanding International Reach Through Football Sponsorship

As part of the collaboration, VERSUSbet will gain access to Real Madrid’s branding and digital inventory to activate marketing campaigns outside of Spain. These activations will include digital advertising, co-branded content targeting international audiences, and fan engagement initiatives leveraging the global popularity of Real Madrid’s men’s and women’s football teams.

With Real Madrid’s massive global reach, especially across European markets, the partnership offers a unique platform for VERSUSbet to strengthen its brand identity and accelerate customer acquisition in highly competitive markets such as Germany, Italy, and the Nordics.

Statements from Both Sides

Javier López Cerrón highlighted the significance of the deal for Grupo Orenes’ expansion strategy:

“This partnership marks a major milestone for VERSUSbet. Aligning with Real Madrid — a symbol of excellence and global recognition – strengthens our ambitions as we scale our operations beyond Spain. It’s a foundational step in our journey to become a leading name in the European betting and gaming industry.”

Real Madrid’s Emilio Butragueño emphasized the shared values of innovation, ambition, and global vision that underpin the collaboration:

“We’re pleased to welcome VERSUSbet to our family of international partners. Their commitment to expanding responsibly in new markets aligns with our own values of excellence and leadership in sport.”

Marketing Activation Opportunities

Though the agreement excludes the Spanish market due to national betting regulations, VERSUSbet will benefit from multiple branding opportunities across Real Madrid’s European campaigns. These include:

• Use of Real Madrid’s crest and imagery in international digital marketing
• Joint fan promotions and contests in key target countries
• Presence in match-related content distributed outside Spain
• VIP experiences and hospitality activations during Champions League matches

The partnership adds to Real Madrid’s growing portfolio of regionally tailored sponsorship agreements, which continue to reflect the club’s sophisticated global marketing strategy.

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