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US operator Rush Street Interactive (RSI) has scored a co-branding deal with Spanish football league LaLiga to cover the entire South American continent.

Under the agreement, RSI sportsbook RushBet has been granted exclusive intellectual property rights for the league’s top two divisions – LaLiga Santander and LaLiga Smartbank – for the next three seasons.

RushBet gained a foothold in Latam last year by becoming LaLiga’s exclusive wagering partner in Colombia.

As LaLiga prepares to kick off its new campaign this week, the extended partnership presents Rush Street with a fresh opportunity to make its presence felt and become a market share leader south of the border.

Valentin Birnstein, general manager of RSI Colombia, commented: “LaLiga is one of the most popular leagues across the globe, and we are thrilled to be able to bring our valued customers up close to this important league.

“We are committed to providing RushBet players with top-tier content and high-quality entertainment, and expanding our partnership with LaLiga helps to achieve those objectives,” he added.

The marketing arrangement between LaLiga and RushBet includes use of team names, badges, player pictures and competition logos.

It also enables RushBet to award hospitality packages, including all-expenses-paid trips to high-profile games such as the El Clasico – Barcelona vs. Real Madrid – as well as meet-and-greets with ex-LaLiga players.

In addition, RushBet will receive merchandise such as jerseys and balls from teams and offer them to customers at sports bars, branding events and other giveaways.

The co-branding opportunities extend to social media as the sportsbook and the league will have a presence on each other’s accounts.

LaLiga is the football competition with the most social media followers in the world, with over 140 million fans across 16 platforms in 15 different languages.

Oscar Mayo, executive director of LaLiga, said: “This new expanded agreement will bring LaLiga even closer to our fans, sharing all the excitement and emotion that LaLiga has to offer.”

“As our fans know we have played with passion for many years, now, we are thrilled to share all the adrenaline of LaLiga with RushBet’s customers in Colombia and other countries,” he added.

The partnership is also a way to support Latam players in LaLiga, from Ronald Araujo of Barcelona and Uruguay to Vinicius Jnr of Real Madrid and Brazil.

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