Betway, the international online betting operator, has broadened its partnership portfolio with the addition of Atletico Madrid, of Spanish soccer’s LaLiga.

Through the two-year agreement, Betway becomes the international betting partner to the club across all territories except Asia and Spain, the latter of which has seen a ban on betting sponsorships enacted since the end of the 2020-21 soccer season.

This resulted in Betway having to end partnerships with Spanish clubs Deportivo Alaves, CD Leganes and Levante, for which it served as principal sponsor.

Betway is no stranger to the sports space having partnerships with franchises in soccer, tennis, horse racing, North American ice hockey’s NHL, basketball’s NBA and esports.

Other partners to Atletico include NIKE, Hyundai, Coca Cola, EA Sports, Acronis and Plus500.

Anthony Werkman, chief executive of Betway, said: “We’re incredibly proud to become the official sports betting partner of the current La Liga champions, Atletico de Madrid. With a team full of internationally recognised names, this partnership will gain further exposure for our brand, which has an ambitious global vision.”

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Iñigo Aznar, commercial director of Atletico Madrid, added: [Betway] is a top global player in its sector, which will represent an important support to the club’s international expansion strategy.”