DAZN Bet, the betting company from sports streaming platform DAZN, has reached an agreement to become the official sponsor of Atlético de Madrid.
Under the alliance, the first of its kind for the betting company in Spanish football, DAZN Bet will offer prize draws and experiences aimed at Atlético fans.
It is worth remembering that current legislation prohibits betting companies from sponsoring jerseys or sports kits, or using their brand to name a stadium, a team, or a competition.
Although the financial figures and the duration of the agreement have not been disclosed, the club has confirmed that it is a multi-year deal.
Through a statement, DAZN Bet noted that the goal is “to continue consolidating DAZN Bet’s presence in Spain as part of DAZN’s global ecosystem”.
“We want to develop initiatives and experiences that bring value to fans. We are very excited to begin this new stage alongside Atlético de Madrid, and we share the ambition of building an alliance that goes far beyond brand visibility,” said Elicia Martínez, Country Director of DAZN Bet Spain and LatAm.
For his part, Óscar Mayo, General Director of Revenue and Operations at Atlético de Madrid, added that “DAZN Bet is a perfect partner to accompany us in the coming seasons, given its extensive and proven experience in the field of sports entertainment”.
DAZN Bet launched in the United Kingdom in August 2022 and landed in Spain in October of the same year.
DAZN Bet expands its presence in European football
This is not DAZN Bet’s first bet in European football.
In August of this year, DAZN Bet Club, DAZN Bet’s loyalty programme, signed an agreement to sponsor the jersey of AC Monza of Italy’s Serie A for the 2026-27 season.
Despite betting advertising being banned in Italy, many teams use sports content websites linked to betting companies to circumvent the ban. For example, Inter’s main sponsor is Betsson.sport and Roma has Eurobet.live.
It is worth noting that DAZN was already a sponsor of UD Almería in 2024-25.
In July of this year, the sports streaming service also partnered with ADI Predictstreet to capitalize on the boom in prediction markets.
Betting companies in La Liga, following the 2020 Royal Decree
In Spain, the Royal Decree 958/2020 has changed the relationship between football clubs and betting companies.
Before 2020, most clubs in Spain’s La Liga had sponsorship deals with the gambling industry; now the figure is much lower, but it has resumed under new conditions and legal requirements.
Although the Supreme Court overturned several advertising restrictions contained in the Royal Decree in April 2024, it upheld the ban on using betting logos on jerseys, team uniforms, and sports facilities
Teams have found alternatives to deal with the restrictions, and regional partners have become one of the most popular routes.
Real Madrid and VERSUSbet, for example, maintain sponsorship agreements covering all of European territory (except Spain) and Latin America. Grupo Orenes’s betting company is also a regional partner in Latin America for Sevilla FC.
For its part, FC Barcelona has a global alliance with 1XBet until 2029, which includes “brand visibility on various digital advertising assets of the club internationally, as well as access to the club’s male and female football players and professional athletes, including the Barça Legends, for the production of promotional content”.
Meanwhile, Luckia closed a deal in 2024 to become La Liga’s official partner in Spain and Mexico for three seasons. Last month, the Galician company announced the renewal of the sponsorship until 2029.
These examples make clear that, despite the restrictions, the link between sport and betting, far from disappearing, is transforming and adapting.
In recent statements to staging-latam.next.io/, the president of Luckia, José González Fuentes, addressed the current regulatory situation the sector is facing in Spain and noted that “regulation is part of our industry and we must see it as a framework that provides security and trust to customers. However, it must leave room to compete on fairer terms with foreign platforms that are neither licensed nor pay taxes.”