Spanish football’s LaLiga has strengthened its sponsorship portfolio and regional presence in Asia by signing up with Online gambling platform M88. The agreement is a four-season deal which will see the brand sponsor LaLiga across the region until the end of the 2023-24 season.
M88 replaces fellow gambling partner ManBetX, which was initially the regional sponsor in Asia region. The ManBetX deal started ahead of the 2019-20 season and was due to run until the end of the 2020-21 campaign, has now been terminated early.
As per the sources, it is learnt that the deal was worth between $5m and $7m per season. According to the new deal, M88 will promote exclusive content and competitions across the region to garner more fanbase. Moreover, it is seeking to promote weekly video series featuring analysis from the LaLiga ambassadors that will create more interest amongst the audience and the fan. It is one of the fan engagement strategies that would help the brand increase its presence.
Notably, signing of regional sponsorship contracts has been a key part of LaLiga’s international growth strategy since 2016. Following the addition of M88, LaLiga has also tied up with various other regional sponsors such as sports streaming platform Fanatiz in North America and oil lubricant company Total in Argentina.