Betfair and FC Barcelona have signed a three-year global partnership agreement, under which the online gambling operator would be one of the Spanish football club’s official global partners over the next three seasons.
The agreement is effective as of July 1 and as a result from it, the two parties will be working together in different areas related to image association rights, brand visibility across Camp Nou, including on its LED system, and various digital benefits. In addition, Betfair would be allowed access to the football club’s players so as to create attractive marketing campaigns and other promotional content.
Commenting on the recently inked agreement, Manel Arroyo, Vice President of Marketing and Communication at FC Barcelona, said that they are delighted to have signed a long-term partnership contract with the gambling operator as the latter has established itself as the leader in the provision of sports betting offering. Mr. Arroyo also expressed hopes that the unique promotions and sporting experience that will be coming as part of the global sponsorship would be highly appreciated by football lovers.
Paul Gambrill, Marketing and Brand Director at Betfair, said that they are really happy to be partnering with a top football club as this would help them implement their strategy to grow the Betfair brand internationally. Mr. Gambrill further noted that they are looking forward to working with the football club and offering fans exciting promotions, content, and experience.
Betfair is part of the recently merged gambling group Paddy Power Betfair. Paddy Power and Betfair first announced plans to join forces by forming a land-based and online gambling powerhouse last summer. Valued at £6 billion, the combined business now manages 600 betting outlets across the UK and Ireland and is among the world’s top three providers of online gambling options. According to a recent report, football accounts for 47% of its overall revenue.
During its first quarter as a merged entity, Paddy Power Betfair generated revenue of £339 million, of which 95% came from regulated markets. Group EBITDA amounted to £59 million. Operating profit totaled £43 million during the three months ended March 31, 2016. Paddy Power and Betfair completed their merger on February 2, 2016.
