Parimatch inks La Liga regional betting partnership

Parimatch has put pen to paper on a two-year deal to become the official betting partner of La Liga in the Commonwealth of Independent States (CIS) region.

Under the remit of the agreement, Parimatch will be afforded access to all La Liga logos and trademarks, as well as image rights for seven players, to use across its marketing efforts.

Parimatch branding will also be on display during all La Liga events held in the region, as well as being displayed during match broadcasts.

The deal, which has the possibility of a one-year extension, will also allow Parimatch to tap into La Liga’s stable of brand ambassadors to promote the brand, and will offer fans the chance to win match tickets.

Dmitriy Sergeev, CEO Parimatch CIS, said: “This collaboration is strategically important for Parimatch and represents an opportunity for us to reach the loyal fanbase of one of the most popular football leagues in the world.

“This agreement will see our brand awareness increase not only in our key markets across the CIS, but also on a global level. La Liga shares our commitment to the fan experience, so this partnership is a fantastic fit for us,” he added.

Oscar Mayo, La Liga head of business, said: “Strong local partnerships are key to making deeper connections with our fans and growing our global presence.

“In the CIS, our following has increased significantly in recent years creating an audience that is keen to get closer to our competition. Parimatch shares our ambition to create world-class entertainment and is an ideal partner with which to continue this growth across the region,” he added.

The addition of yet another gambling partner to the Spanish football ecosystem is likely to displease Consumer Affairs Minister Alberto Garzón who plans to implement a gambling sponsorship blackout in sport.

Earlier this month, Mayo said Spanish football’s top league was “concerned” over the government’s proposed ban on gambling sponsorship.