Mikel López de Torre: Promoting core values through sponsorship agreements

Sponsoring a major sports league such as La Liga can allow betting operators to promote core values such as betting integrity and responsible gambling initiatives.

Speaking to Mikel López de Torre, chairman of Jdigital, at September’s Betting on Sports, he explained some of the advantages associated with the Jdigital sponsorship of La Liga, and how events such as the upcoming SBC Summit in Barcelona can help ‘shed light’ on the intricacies of the betting market across Spain.

He explained: “Well clearly, when you can associate your brand with one of the major sporting competitions worldwide such as La Liga which is arguably one of the top two competitions in the world of football, that is something that can give you instant status.

“Back in 2013, we signed a deal with La Liga, and we have been working together to promote our brand and to promote the core values that we share such as integrity, safer gambling, and the promotion of sports and the emotions associated with sports for our customers.

“I think it’s great news that we see an event such as the SBC Summit coming to our home turf. Jdigital is actually based in Barcelona, so it is fantastic news for us and it is great for the country as a whole.

“Events such as this help to shed light on the sports betting market, and how sports betting works, the actual dimensions of the industry and the associated advantages that come with having a regulated and thriving market. That, at the very least, will give visibility to the industry and the many benefits.”

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