Real Betis Balompié has agreed to extend its business relationship with Spanish brewery Cruzcampo, making it the LaLiga side’s longest ever partnership. 

The extension will see Cruzcampo continue to be the main sponsor of the Spanish team until 2025 – a long way since initial relations began in 1971. 

Ramón Alarcón, CEO of Real Betis, said: “When at Real Betis we talk about Cruzcampo, we don’t do it as if it were just another sponsor. Cruzcampo has been a member of our Club’s family for 52 years and it is difficult to find such long-standing relationships in the world of professional sports. 

“Real Betis and Cruzcampo are symbols of Seville and Andalusia. To the long tradition that unites us we add a clear commitment to the future and the digital world, history and avant-garde until the year 2025.”

A primary focus of the deal will be the advertising of Cruzcampo’s drinks through a variety of fan engagement activities. Furthermore, the brewery will also play an important role in the marketing strategies of Real Betis, including image rights, top-level media advertising and PR deals.  

María Ruiz Sanguino, Senior Marketing Manager at Cruzcampo, added: “Cruzcampo shares with Real Betis Balompié the roots, authenticity and passion for what they do and for our brand it is an honour to perpetuate its link with the Heliopolitan Club, crossing the limits sports clubs to become a model inside and outside of Andalusia. 

“At Cruzcampo we are confident that the expansion of this alliance will allow us to continue toasting with the penultimate matchup together with the Betis fans and continue building a long shared history”.

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