The deal presented on Monday 11th of June, marked a strategic alliance between two leading companies in their respective industries and grants Bwin the rights to use the image of Real Madrid as an international communication platform.
The primary motive for striking the deal is that both brands coincide in their dedication to maintaining and promoting sports, as well as the shared values of leadership, dynamism, and technological innovation, which will allow both entities to emotionally connect with millions of followers around the world.
The agreement stipulates that the brand Bwin will appear on the shirts of the football teams and that the logo of the brand will appear on means of advertising belonging to the Club, both inside the Stadium and out. First Team captain Raúl was responsible for unveiling the shirt embossed with the Austrian company's name. When handed the shirt, the President commented, "It's the shirt of the tenth [European Cup]."
Ramón Calderón: "It fits the philosophy of Real Madrid" The President of Real Madrid expressed his pleasure with the deal reached with Bwin because “it's a leading company in its sector with tremendous potential for growth, it's young and dynamic with international activity that fits in well with Real Madrid's philosophy, and it carris out its business on six continents," said Calderón. He also stressed Bwin's sports marketing experience, as the company “has deals with several football clubs and other companies related to the sports world.
Furthermore, it has one very important thing going for it: It fully understands the passion for football and it helps make sure that that passion is extended among all its fans.” Finally, the President congratulated everyone who “has worked to make sure this deal had a happy ending,” and he closed by saying that “this is an alliance that will help both parties develop their respective strategies.”
For Manfred Bodner, Bwin's global perspective and the ongoing brand development “require members who have the same vision. We have found one in Real Madrid, a true legend in the world of sports.” The Co-CEO affirmed that “we hope to work as a true team with Real Madrid and we aspire to jointly achieve our ambitious objectives.”
Market leader Bwin is the world leader in online gaming. In comparison to its opponents, the investments made to consolidate the brand have produced greater brand recognition in its desired market. Investments in growth and brand consolidation -sponsoring sporting events, for example- were significantly lower in 2007. One of the primary factors in Bwin's recognition is the number of sponsorship deals it has with prestigious clubs around the world. Additionally, Bwin signed a sponsorship deal with the Portuguese Football League, which has operated under the name “bwinLIGA” since 2005.
In the first trimester of 2007, Bwin reached its goal established in 2004 to be the world leader in its sector for the first time, in both the number of active clientele as well as net and gross revenue generated. Bwin Interactive Entertainment AG is publically listed on the Vienna stock market. Bwin not only has the most diverse range of online gaming, but the most innovative as well. It has proven to be an leading edge company in the design of betting options and the various ways users may credit their accounts, thus guaranteeing clients online entertainment in the most secure manner possible.
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