RushBet expands LaLiga partnership in South America
RSI-owned sportsbook extends its co-branding deal with Spain’s professional football league to offer exclusive betting opportunities throughout the continent
RushBet, the American and Latam-focused sportsbook brand operated by Rush Street Interactive, and renowned Spanish professional football league LaLiga have announced they will be extending their partnership in South America for a further three seasons.
Having entered the market last year after becoming LaLiga’s exclusive wagering partner in Colombia, RushBet is now taking the collaboration continent-wide in an agreement that will see it hold intellectual property rights for the league’s top two divisions, LaLiga Santander and LaLiga Smartbank.
The agreement will include the rights to use team names, club badges, player images and competition logos, with RushBet also having access to ex-LaLiga players. Additionally, the brand will receive official league merchandise, which it will offer to customers at sports bars, branding events and other giveaways.
As part of the arrangement between LaLiga and RushBet, the latter will also be able to provide exclusive “money can’t buy experiences” to customers such as all-expenses-paid trips to the league’s biggest games, including the fiercely contested El Clasico match between Barcelona and Real Madrid.
RushBet’s decision to extend its deal with LaLiga in South America is reflective of a wider strategy to grow the brand in the region by offering exclusive benefits to customers in countries beyond Colombia. It will see the co-branding arrangement stretch into social media, where the sportsbook and league will have a presence in each other’s accounts to reach more South American fans.
Valentin Birnstein, general manager of RSI Colombia, welcomed the new partnership, saying: “LaLiga is one of the most popular leagues across the globe and we’re thrilled to be able to bring our valued customers up close to it. We’re committed to providing RushBet players with top-tier content and entertainment and expanding our partnership with LaLiga helps achieve those objectives.”
Oscar Mayo, executive director of LaLiga, added: “This new expanded agreement will bring LaLiga even closer to our fans. As they know, we have played with passion for many years and now we are thrilled to share all the adrenaline of LaLiga with RushBet’s customers in Colombia and other countries”.