Bwin.party digital entertainment, the parent company of bookmaker Bwin, has announced that it is in the last phase of a new agreement as the official digital partner of Spanish football club Real Madrid.
The new agreement is a continuation of the existing six-year sponsorship deal with the Spanish football powerhouse.
"Our decision not to continue the shirt sponsorship also means an end to six years of highly successful brand promotion of Bwin worldwide." said Norbert Teufelberger, Chief Executive Officer of bwin.party.
"We are now at the beginning of the next chapter in which we will use our strong brand to generate income and to serve our customers and millions of followers of Real Madrid. We remain committed as sponsors and wish Real Madrid every success in achieving their sporting goals."
The online gaming company stated that the new digital partnership aims to position Bwin "in the center of promotional activities at one of the world's most popular football clubs".
The Bwin brand will be integrated into the website of Real Madrid as well as in the social media and mobile applications of the club. "Our partnership with Bwin as shirt sponsor has been very beneficial for both parties," said Florentino Perez, president of Real Madrid.