Online gambling operator extends sponsorship deal with Spanish football giant Real Madrid

Online gambling operator Bwin Interactive Entertainment and Spanish football giant Real Madrid have extended a sponsorship deal for three more years.

No official price was reported for the partnership, which has the nine-time European champions sporting Bwin’s name and logo on their shirts and training equipment and includes other lucrative cross-promotional ties. But reports are that Bwin is paying the club €23 million a year, a substantial premium over the €15 million to €20 million the club reportedly earned from the partnership in its first three years.

As the world’s most popular team sport, football (or soccer, as it is called in the United States) is a huge component of Bwin’s business. The Vienna-based bookmaker boasts more than 20 million registered customers. Basketball is another big game for the company, which has sponsored every European and world championship since 2006 in collaboration with the International Basketball Federation. Bwin has also invested heavily in motor sports through its sponsorship of MotoGP.

“International football needs partners like Bwin, globally renowned for its experience and its involvement in sports sponsorship,” said Florentino Perez, president of Real Madrid. “We are very pleased with this fruitful collaboration, and with this alliance we can strengthen our links with leading international companies.”