This year the start of LaLiga is generating some controversy with the entry of the CVC fund and the departure of Leo Messi from FC Barcelona. But beyond this, on an economic level, some teams will start the competition this weekend without a sponsor due to the famous ‘Garzón Law’ that prohibits bookmakers from sponsoring football clubs. A regulation that has also facilitated the incursion into the world of soccer of telecommunications and cryptocurrency companies.
In total, eleven of the 42 First and Second Division soccer teams wore the name of a bookmaker on their shirts in the 2020-2021 season. Of them, for this season the Levante UD and Granada CF They have not yet confirmed an official sponsor to replace Betway y Winamaxrespectively.
The sponsor of RCD Mallorca is not known either. The Balearic team has been forced this year not to continue with the agreement signed with the British bookmaker Betfred.
These are three teams, classified as ‘small’, who need the source of income represented by sponsorships. For this reason, in some formations the measure will mean an economic hole. The president of LaLiga, Javier Tebas, estimated at 90 million euros the impact that this decree promulgated by the Minister of Consumption, Alberto Garzón, who has not won for controversy lately, will have for the clubs.
Luckily, this list has been shortened in recent days as ‘in extremis’ some have managed to close their agreements. Such is the case of CD Leganés de Segunda División, who reached an agreement with the real estate Urbas Financial Groupborn in Barcelona, for a figure of around half a million per season.
He Real Betis Balompié -another one that Betway wore– also just closed an agreement a few days ago with the telecommunications operator Finetwork to become the new main sponsor of the Verdiblanco team for three years.
It is not the only ‘teleco’ present in Spanish football. Digi, who continues one more season with Rayo Vallecano (recently promoted team) is also the official sponsor of RCD Espanyol in the place previously occupied by Betway in their kits. As with its rivals, the amount of the agreement has not been disclosed.
And after playing the preseason without a sponsor on his shirt, the Cadiz CF has also closed a recent deal with the cryptocurrency company JOBChain, although he will wear his signature on the back of the shirt. The entity will receive part of the contract in JOBs, actively participating in the new concept of digital currency.
But the pioneer in introducing digital currencies was Valencia CF which replaced Bwin with Chilliz. Through its Socios.com platform, it will have its own digital currency on the front of the shirt.
And while it won’t be inserted into the front of your jersey, Deportivo Alavés and Bitci.com have reached an agreement whereby the Turkish blockchain brand becomes the official sponsor of the club from Gasteiz for the next three seasons. As part of this sponsorship, Bitci.com will have several sponsorship visibility assets in Mendizorrotza.
But the newest thing is that will offer a fan engagement program through tokens giving individuals the opportunity to invest and earn through their cryptocurrency exchange. The ‘tokens’ are digital currencies with which fans can access different advantages.
From the world of financial technologies (fintech) comes the new sponsor of Sevilla FC that will replace the British bookmaker Marathonbet. We are talking about Naga. The Sevillian team closes the list of those who have managed to save the ‘Garzón Law’.
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