Bwin signed a new contract with Real Madrid

BWIN HAS SIGNED a three-year extension to its sponsorship agreement with Real Madrid Football Club.

The existing deal between the Austrian sportsbook and the Spanish team was due to expire at the end of the current football season, but the new deal will see the Bwin brand appear on the team’s jerseys and training equipment until the end of the 2012-2013 season.

The value of the new tie has not been revealed, although the existing deal is believed to have been worth up to €45m over three years.

The deal follows just weeks after Bwin secured the broadcast rights for the Primera and Segunda Divisións, Spanish football’s two top leagues, and comes despite co chief-executive Manfred Bodner having denied that Bwin had entered negotiations to extend its Real Madrid sponsorship deal in June.

Bwin has yet to make an announcement on whether or not it will renew its four-year shirt sponsorship deal with AC Milan, also due to expire at the end of the 2010 season.

Other Spanish football sponsorship news in recent weeks included Betfair signing a two-sponsorship deal with Real Madrid rival and Champions League winners FC Barcelona earlier this month, just weeks after signing a similar deal with Manchester United; and William Hill signing a three-year sponsorship deal with Primera Liga team Malaga CF, the nearest team to the British community on the Costa del Sol.

Other egaming and football deals in recent weeks include official betting partner ties in England between Sportingbet and Portsmouth FC; between Asian sportsbook 188Bet and Chelsea FC and between Bodog Europe and Fulham FC.