Brand ambassador deals are nothing new in sports betting, especially relating to football, but these partnerships tend to be with players, not managers.

Soft2Bet, a B2B and B2C gaming firm, has decided to flip the script on the partnership model with a more unconventional deal – with Atlético de Madrid manager Diego Simeone.

The Argentine manager, who has been head coach at Atlético since 2011, has signed a brand ambassador deal with Soft2Bet’s Betinia sportsbook and CampoBet online casino.

“Partnering with a football icon like Diego Simeone is a major milestone for Soft2Bet and its brands, CampoBet and Betinia,” said Alex Gitsik, CMO of Soft2Bet. 

“His leadership and dedication to excellence reflect the values we uphold across all our gaming platforms. Through this unique collaboration, we are excited to bring fans closer to the game they love, blending strategic gameplay with engaging gaming experiences.”

New ground for betting partnerships?

As well as marketing, the deal also has a product development element as SoftBet’s brands are devell;ing a in-platform football manager platform, which the firm states is based on Simeone’s own career.

The platform features localised content tailored to Soft2Bet markets, a Beginner to Legend campaign with bonus rewards, and player-v-player online fantasy matches. Soft2Bet hopes to build long-term connections with its Betinia and CampoBet customers via the platform.

As mentioned above, brand ambassadors are nothing new in sports betting – various footballers, boxers, MMA fighters and jockeys, among other athletes and sports personalities, have partnered with bookmakers and casinos.

A brand ambassador deal with a manager is a bit more unconventional, but should fit within the parameters of most markets’ regulatory requirements around marketing – in most cases, regulations exclude match officials like referees from partnering with bookmakers.

Also, unconventional and out-the-box deals between bettinga n football in Spain are nothing new due to the country’s strict prohibition of gambling sponsorships within the local betting market. 

This promoted many clubs and athletes to maintain the commercial link with the betting sector through non-Spanish deals, such as becoming regional partners of operators focusing on Latin America, Africa, and other continents and markets beyond Spain.

An official brand representative for Betinia said: “Simeone is one of this era’s defining football managers, recognised for high intensity and an uncompromising drive for progress.

“That same mindset sits at the heart of Betinia, and the football manager turns a player’s journey into a growth story with progression and rewards, localised for the target audience.”