PointsBet Holdings (ASX: PBH) has been appointed the first official betting partner of LaLiga North America in an exclusive multi-year deal which will give it exposure to the LaLiga’s expanding customer base.
Under the agreement, PointsBet’s wholly-owned subsidiary PointsBet USA Inc will incorporate unique and multi-lingual content across LaLiga’s programming properties, with the creation of “PointsBet Prediction of the Week” to be promoted in English and Spanish throughout the company’s network.
PointsBet US chief executive officer Johnny Aitken said the deal comes ahead of the “much anticipated” El Gran Derbi this month between Real Betis and Sevilla Football Club.
“[As LaLiga is one of a] few operators to offer a Spanish language website, this partnership complements [our] commitment to provide relevant multi-lingual content to the Spanish community,” he said.
LaLiga chief executive officer Boris Gartner said the partnership will be valuable in a growing market.
“Soccer is growing at a very fast pace in the US and the role that LaLiga plays in that growth is important for fans and brands in the region,” he said.
“We are excited to grow with PointsBet in the market and enhance fan experience by bringing LaLiga closer to our US audience.”
The agreement follows several non-exclusive official league data agreements that PointsBet has entered into with US professional leagues including the National Basketball Association and the American Football League.
Last week, PointsBet announced that its wholly-owned subsidiary PointsBet Indiana, LLC had received a mobile sports wagering launch authorisation from the Indiana Gaming Commission ahead of its debut in the US state.
The timing of the launch complements the start of the National Collegiate Athletic Association’s “March Madness” basketball tournament which remains an important acquisition period for PointsBet.
The approval represents the company’s third US digital sports book operation and the first under an online gaming partnership with Penn National Gaming announced in August.
Under the terms of that agreement, PointsBet has the right to develop, own, market and operate PointsBet-branded online sports book and gaming operations in five US states.