In recent years, betting houses have strongly entered the online entertainment market. It is a phenomenon that is expanding greatly across borders. Registration flows at operators increase year after year, magnetizing users who encounter extensive catalogs and varied markets to actively participate in your favorite sports.
The betting industry is becoming more and more competitive, but the rise to fame of these giant brands is not only explained by the overwhelming offer of their products, but rather by the marketing strategies that companies have been able to successfully implement. Among them, sponsorship contracts were, without a doubt, a before and after for the growth of betting houses.
One of the most lucid examples is the contract signed in 2021 between the giant Bwin and UEFA, which recently expired. The betting house Bwin offers live betting of all European football leagues. Its alliance with the highest European football body was a significant step for Bwin, which made its way in a context where stricter legislation on the online betting industry began to be implemented.
A triumph for Bwin in an opaque context
The association between the parties was consummated days after Spain took an important turn in regulation by prohibiting sponsorship contracts between betting houses and sports clubs. Advertising from betting houses had soaked the playing fields; The titles of the brands on the billboards, in the broadcast breaks and on the chest of the shirts was a bright attraction, considered by the government authorities an incitement to bets and, therefore, a risk for the fans, many of them. They are minors.
A number of companies were affected by the rule and had to shift their businesses to other regions. But Bwin had managed to get the ace up his sleeve; Its recent contract with UEFA and the fall of its competition in important markets such as Spain were the ideal context for its growth.. Of course, the slogans changed; The media eye closely followed the companies in the sector that had to prioritize their responsible gaming policies to emerge successfully from the controversy.
As part of the agreement, Bwin could use UEFA content and images on its own platforms, and was required to collaborate in UEFA’s fight against match-fixing. In various press releases, the company confirmed its avid search for reaffirm its position as a global leader in responsible gaming and sports betting. Although the contract would come to an end, the scenario was victorious for Bwin, which made its way into the market by championing the most prestigious football association in Europe.
Bwin does not renew its contract with UEFA for next season
Recently, Bwin has announced that it will not renew the contract with UEFA that ended with the 2023/2024 season. The betting giant did not provide further details regarding the decision made, but it is clear that the three years in alliance have pushed the company to consolidate its business throughout the continent. On the other hand, UEFA’s sponsorship sales agency, Team Marketing, did not take long to find the next ally.
The substitute has been none other than a betting house, which shows the economic benefit that companies of this nature inject into sports associations. With one foot inside the new season and with new signings incorporated into Spanish clubsfans turn to the brightest betting houses to vote for their favorites.
Bwin is moving away from the UEFA scene, but it is not doing so at any time. Coincidentally, The Spanish authorities have once again modified that package of laws issued in 2021 by the former Minister of Consumption, Alberto Garzón. And the balance is once again in favor of the online betting sector.
Spain goes back on its restrictions and Garzón’s legacy fades
During the current year, the Supreme Court annulled several articles of the Royal Decree related to the advertising standards of the sector. Betting houses once again gain the freedom to promote their service through famous people and/or athletes, among other recovered authorizations.
The modifications were made in response to complaints issued by the Spanish Digital Gaming Association (Jdigital) and the Information Media Association (AMI) that accused the set of regulations of lacking a legal framework. Green light again for betting houses that foresee an increase in the Spanish market. Bwin, like other major companies in the sector, are once again focusing on the country, with great interest in rooting their business in the regulated market.
