The Spanish market presents both challenges and opportunities when it comes to sports sponsorships for gambling operators. Unlike in other countries, gambling brands are not allowed to appear on team shirts or inside stadiums. This restriction limits the traditional visibility that sponsorships often provide.
However, there are still valuable ways for operators to build brand presence. Digital activations and hospitality packages are permitted, allowing companies to engage with fans through online channels and premium matchday experiences. While the reach is more limited compared to shirt sponsorships or stadium branding, these options still create meaningful connections with audiences.
An interesting avenue is the “regional partner” model. Many Spanish clubs have agreements with international sponsors that use the club’s brand to promote in other markets.
For example, FC Barcelona has worked with 1xBet, and Atlético de Madrid has partnered with Betway, both as regional sponsors targeting audiences outside Spain.
We have also seen recent deals that confirm the relevance of this space. Sportium has become a partner of Liverpool, and Luckia has signed an agreement with LaLiga. In both cases, the promotion in Spain focuses on digital assets and hospitality inside stadiums, staying within the regulatory framework.
Despite the restrictions, the Spanish market still offers opportunities for gambling operators willing to adapt their sponsorship strategies. With the right approach, these partnerships can deliver visibility, engagement, and strong brand positioning.
How operators use apps and blogs to stay visible
Another strategy we are seeing is the creation of sports media platforms by gambling operators, such as blogs, news sites, or apps.
A clear example is Betway Scores (https://www.betwayscores.com/), which is promoted during La Liga football matches, or Betsson Sport, a football news and live scores platform that sponsors Inter Milan in Italy.
These sites cannot include any gambling content or even direct links to betting platforms. Instead, they serve as a pure branding tool, allowing operators to stay visible in highly regulated markets like Spain and Italy, where direct advertising and sports sponsorships are heavily restricted.
Get in touch with us to explore sponsorship opportunities in Spain
If you are interested in analysing these types of opportunities and exploring how your brand can enter the Spanish market through sports sponsorships, contact us and our team will be glad to guide you through the process.
