bwin and Real Madrid to finalise new digital partnership

The new partnership will follow the completion of bwin’s highly successful six-year shirt sponsorship which concludes at the end of the 2012-13 season.
 
The long-term shirt sponsorship of Real Madrid has been fundamental in establishing bwin as Europe’s leading online gaming brand and has been one of the most successful partnerships in football, helping Real Madrid to deliver two La Liga titles, two Spanish Super Cups and the Copa del Rey.
 
The decision to move to a new digital partnership reflects a shift in consumer behaviour over the past few years which has led to an evolution in bwin.party’s sponsorship strategy to focus on social media and social gaming, online and mobile integration, as well as exploiting the Group’s extensive content and media rights catalogue. It is in these areas that both parties are now looking to extend their relationship going forward.
 
The new digital partnership will position bwin at the centre of promotional activities for one of the world’s most popular football clubs and includes the integration of the bwin brand into Real’s website, social media and mobile apps, the creation of co-branded gaming products, match day perimeter board signage and access to players for marketing campaigns
 
Commenting on the announcement, bwin.party Group CEO, Norbert Teufelberger 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.”
 
Commenting for Real Madrid, Florentino Perez, President of the Club, said: "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 and share experiences with one of the most dynamic and innovative companies.”