Real Madrid Gets Digital Sponsorship from bwin?

A new multi-annual deal between bwin.party digital entertainment plc (bwin) and Spanish professional football club Real Madrid seems to be just around the corner, as the company announced it has been in the final stages of discussions with the club regarding an extension of their existing long-standing relationship to an official digital partnership. It has been noted that the new digital partnership will follow the end of bwin's six-year shirt sponsorship which the company assesses as a crucial point in establishing it as a leading online gaming brand in Europe. This shift to a digital partnership has been made to enable bwin pursue its sponsorship strategy focusing on social media, social gaming, online and mobile integration. The deal has yet to be finalized, but according to its terms, bwin will be positioned at the centre of promotional activities for the football club, and its brand presence will be significant on Real Madrid's website, social media and mobile apps. Also, the deal implies the creation of co-branded gaming products, match day perimeter board signage and access to player for marketing campaigns. Commenting on the new agreement, Norbert Teufelberger, chief executive officer of bwin, said: “Our decision not to renew the shirt sponsorship brings to an end one chapter in our relationship with Real Madrid which has delivered six highly successful years of brand promotion for bwin on the shirts of one of the world's truly global football brands. We now look forward to beginning the next chapter by leveraging our brand strengths to drive revenue and create premium content for our customers and Real Madrid's millions of followers. We remain committed sponsors and wish Real Madrid every success in the club's pursuit of more trophies.” On the other side, Florentino Perez, President of the Real Madrid Club noted: "Our partnership with bwin.party as our shirt sponsor has been very constructive and beneficial for both parties. We are pleased to have contributed to the success of the bwin brand and are grateful to have had the opportunity to learn and share experiences with one of the most dynamic and innovative companies.”