Atlético Madrid has named its latest commercial partner, in a deal signalling yet another agreement between a prominent European football club and an Asian betting firm.
The La Liga club has signed a deal with K8, which has become the club’s official Asian betting partner. The company, founded in 2004 and operating with a focus on the Vietnamese and Philippines markets, has a history of working with elite football.
Its arrangement with Atlético includes branding on LED and Cam carpet digital overlay systems at the Riyadh Ai Metropolitano and prize draws for ‘money can’t buy’ club-themed experiences.
Óscar Mayo, Atlético Madrid COO Chief Operating Officer, said: “This alliance with K8 will allow us to get even closer to the big Atleti family in Asia. Thanks to this agreement, fans will be able to enjoy innovative experiences from their homes while watching our matches and feel Atlético de Madrid much closer to them.”
Agreements with Asian betting firms are a common feature of Spanish football due to marketing activity with the gambling sector being subject to some strict regulations in the domestic sphere.
Clubs often partner with these companies to both engage overseas fanbases, with La Liga one of the most widely followed leagues in the world, and perhaps more significantly to ensure the significant revenue gains from betting deals are maintained.
Similar deals are also often seen in other countries, particularly the UK where a plethora of deals between Premier League clubs and Asian betting firms have come about in recent years – some of which have courted controversy and fan backlash.
K8 has a notable presence in the English football system as well. The company has previously partnered with Manchester City and West Bromwich Albion.
A K8 spokesperson said: “With 11 LALIGA titles, Atletico de Madrid is one of the best clubs in Europe. We are thrilled to announce our partnership with such a premium football club full of traditions and passion.
“K8 is aiming to bring best in class entertainment and experience to millions of users and fans around the world. We are the best at what we do so this is a perfect partnership for us.”
