Sportium
- Founded
- 2012-01-01 in Madrid, Spain
- Headquarters
- Barcelona, Spain
Sportium is a leading Spanish sports betting and online casino operator, established as a joint venture between Spanish gaming conglomerate CIRSA and UK bookmaker Ladbrokes Coral Group. The company was created following the liberalisation of Spain’s sports betting market in the late 2000s and quickly cemented its position with an exclusive partnership with LaLiga, Spain’s top football league, in 2014. Operating both retail betting shops and a digital platform, Sportium offers a comprehensive suite of services including pre-match and live sports betting, online casino games, slots, and live dealer experiences. The company has expanded beyond its Spanish base into Latin American markets, notably Colombia and Peru, leveraging CIRSA’s regional footprint. In 2019, CIRSA acquired Ladbrokes’ 50% stake, taking full ownership of Sportium. The brand is known for its localised marketing campaigns that resonate with football culture, such as the recent “superstitions and rituals” campaign for the Copa América. Sportium’s retail presence features over 600 betting shops in Spain, supported by a digital platform that serves regulated markets. The company emphasises responsible gambling and holds certifications such as G4, and its technology stack includes partnerships with providers like Bragg Gaming and Zitro Digital for content integration. With a strong omnichannel strategy and a focus on sustainable growth, Sportium continues to be a major player in the Spanish and Latin American iGaming sectors.
Detailed Review
History and Ownership
Sportium was founded as a 50/50 joint venture between CIRSA (a Spanish gaming and entertainment multinational) and Ladbrokes Coral Group (a British bookmaker) following Spain’s 2007 legislative changes that legalised sports betting. The company launched its retail operations in the Madrid region before expanding nationwide. Its partnership with LaLiga in 2014 provided exclusive betting rights and significant brand visibility, helping Sportium become one of the most recognised sports betting brands in Spain. In July 2019, CIRSA acquired Ladbrokes’ 50% stake for an undisclosed sum, making Sportium a wholly owned subsidiary of CIRSA. This move aligned with CIRSA’s strategy to consolidate its iGaming operations and expand in Latin America. The same year, CIRSA also acquired Giga Game System Operation, a leading slot operator in Catalonia and Levante, further strengthening its retail network.
Operations and Product Offering
Sportium operates through three main channels: retail betting shops (over 600 locations across Spain featuring Philips professional displays, touch-screen betting terminals, and live sports broadcasting), an online sportsbook and casino available in Spain, Colombia, and other regulated markets, and an affiliate program (Sportium Partners) for traffic generation. The online platform offers pre-match and live betting on major sports, virtual sports, and a full online casino with slots, table games, and live dealer options. Content is provided by partners like Bragg Gaming, Zitro Digital, and Evolution Gaming. The digital platform supports omnichannel functionality, allowing users to switch seamlessly between retail and online betting. The company has also launched culturally attuned marketing campaigns, such as one focused on superstitions and rituals for the Copa América.
Market Presence and Regulation
Sportium is licensed in Spain by the Dirección General de Ordenación del Juego (DGOJ) and in Colombia by Coljuegos. It also operates in Peru through the broader CIRSA network, following CIRSA’s acquisition of Apuesta Total in 2024. The company is known for its responsible gambling initiatives and holds the G4 certification for responsible gaming in Spain and Latin America.
Recent Developments
In 2025, CIRSA’s parent company made its stock market debut on the Spanish markets, which may provide additional capital for Sportium’s growth. In February 2026, CEO Alberto Eljarrat participated in the iGB@ICE 2026 conference in Barcelona, discussing Sportium’s focus on localisation, omnichannel strategy, and regulatory compliance as drivers of sustainable growth.
Competitive Positioning
Sportium competes directly with other Spanish operators such as Codere, Bet365, and Luckia as well as international entrants. Its strengths include a strong retail network, exclusive LaLiga partnership, and deep local knowledge. However, it faces challenges from digital-first competitors and regulatory changes in Latin America.
Key Products
Retail Betting Shops
Physical locations across Spain with self-service terminals and live sports displays, offering betting on sports, horse racing, and virtual sports.
Sportium Online Sportsbook
Digital betting platform for pre-match and in-play wagers on major sports including football, tennis, and basketball, with cash-out options.
Sportium Online Casino
Online casino offering slots, table games, live dealer games, and virtual sports content from providers like Evolution Gaming.
LaLiga Partnership
Exclusive official betting partner of Spain’s top football league since 2014, providing branded odds, promotions, and in-stadium advertising.
Content Integration (Bragg Gaming)
Third-party casino games from Bragg Gaming added to the Spanish platform in 2023.
Content Integration (Zitro Digital)
Online casino content from Zitro Digital launched in Colombia via Sportium in 2023.
Sportium Retail Betting Shops
Over 1,000 physical locations in Spain and Latin America offering self‑service terminals, live sports viewing, and over‑the‑counter betting.
Sportium Casino
Online casino featuring slots, table games, and live dealer content from providers such as Bragg Gaming and Zitro Digital.
Sportium Partners
Affiliate programme for third‑party publishers to earn commissions on referred players, with marketing tools and competitive rates.
Self‑Service Betting Terminals (SSBTs)
In‑shop terminals allowing players to place bets, deposit, and withdraw using cash or cards, integrated with the online account system.
Fundación Sportium
The brand's corporate foundation focused on social responsibility, youth sports, and responsible gambling.
Sportium Sportsbook
Online and retail sports betting on football, tennis, basketball, and other sports with competitive odds. Includes live betting and cash-out features.
Sportium Retail Network
Over 600 physical betting shops across Spain equipped with self-service betting terminals and live sports displays.
Sportium App
Mobile betting app for iOS and Android, enabling account management, betting, and live streaming.
Offices & Headcount
350 employees (approx.)
Key Persons
Notable past members
- Antonio Hostench — President