Late last year, Rush Street Interactive (RSI) signed a deal for its RushBet brand to become the official partner of Spain’s LaLiga in Colombia. It is taking the partnership with the top-tier soccer league to the next level, expanding it to other parts of Latin America.
New FC Barcelona striker Pierre-Emerick Aubameyang on the soccer field as he gets started with his new team. Barcelona is part of Spain’s LaLiga soccer league, which just expanded its partnership with sports betting operator RushBet in South America. (Image: Getty Images)
RushBet is now LaLiga’s exclusive and official sports betting partner in all of South America. The two signed an agreement that covers the next three soccer seasons, giving RushBet the rights to use LaLiga’s intellectual property (IP) from its top two divisions, LaLiga Santander and LaLiga Smartbank.
In addition to displaying the league’s team names, logos and more, RushBet can also recruit certain former players for promotional purposes. These initiatives, according to a company press release, will include exclusive meet-and-greets between fans and those players.
RushBet Scores With LaLiga
Competition for gaming customers in Latin America is growing as more countries embrace sports betting and gambling. In addition, there is strong competition between LaLiga and the English Premier League (EPL) to win over customers in the region. Although it already has a good hold on Latin America, competition is increasing.
As a result, the new partnership is a win-win for both LaLiga and RushBet. Both will enjoy more exposure and more chances to interact with soccer fans across the continent.
RushBet will be able to give away LaLiga merchandise, including player jerseys and game balls. This will form part of its promotional campaigns as it gains access to more markets. RSI is active across the US and Canada, and recently launched in Mexico.
Following its success in Colombia with RushBet, it now eyes expansion in other South American countries. Among these are Peru, Argentina and, possibly, the potentially explosive Brazilian market.
We are committed to providing RushBet players with top-tier content and high-quality entertainment and expanding our partnership with LaLiga helps to achieve those objectives,” said RSI Colombia GM Valentin Birnstein.
As part of its ongoing campaigns to attract customers, RushBet will have a role in LaLiga’s local social media presence. In addition, the two will continue the development of hospitality packages that they already offer. For example, the partnership’s “Money Can’t Buy Experiences” initiatives include a range of premium gifts, such as all-expenses-paid trips to games and more.
LaLiga Adds New Exposure
LaLiga may have a larger fanbase than the EPL in Latin America, but not elsewhere. As a result, it is in the process of securing new broadcasting rights deals. These will give it greater exposure in key markets, including in the UK.
The league just signed a three-year deal with broadcast company ITV in the UK. Through this agreement, ITV will air 10 matches each season. All will be carried on free-to-air TV, with the agreement covering the next three seasons. Fans can catch the games on ITV’s ITV, ITV4 and ITV Hub channels.
LaLiga is coming to @ITV
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— ITV Football (@itvfootball) August 12, 2022
The first game ITV will broadcast is coming soon. ITV4 will air the match between FC Barcelona and Real Sociedad on August 21.
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