M88 nets Asia-facing La Liga sponsorship

Mansion Group brand M88 has signed a four-year deal to become a regional sponsor for La Liga in Asia.

The deal is set to run through to the end of the 2023-24 season and is reportedly worth between £3.8m and £5.4m a year, according to SportBusiness.

Under the remit of the partnership, M88 will promote La Liga content throughout Asia, including a new weekly video series featuring La Liga ambassadors.

Fans will also be afforded the opportunity to win La Liga merchandise and match tickets.

M88, a subsidiary of Mansion Group, replaces ManBetX as the Spanish division’s Asian betting partner.

ManBetX became a La Liga partner at the start of the 2019-20 season, signing a two-year deal which has now been cut short.

Oscar Mayo, La Liga head of business, said: “With fans looking for increasingly local and entertaining content, the agreement with M88 gives us a new way to reach new audiences and show them a side to the competition they haven’t seen before.”

An M88 spokesperson added: “As the league continues to grow in popularity throughout Asia, we are eager to engage with La Liga fans and bring our own members closer to the action.”

The decision to onboard yet another gambling sponsorship flies in the face of the impending advertising ban proposed by Spain’s Consumer Affairs Minister Alberto Garzón.

Clubs including Real Betis and Cádiz CF have signed principal sponsorship agreements with gambling operators ahead of the new season, despite Garzón expecting the regulations to come into force by October.