VERSUSbet ties Brazil push to five-year Real Madrid extension

VERSUSbet, the online sportsbook owned by Spanish hospitality and gaming conglomerate Grupo Orenes, is gearing up for an aggressive push into Latin America’s regulated betting markets, with Brazil as the primary target. The operator will anchor its market entry around an expanded five-year sponsorship of Real Madrid, now running through the 2029/30 season, designed to accelerate brand recognition and consumer trust in newly regulated jurisdictions.

Grupo Orenes Chief Marketing Officer Fernando Mármol Manzanares confirmed to SBC Noticias that VERSUSbet has already secured its Brazilian licence and completed a soft launch in 2025. The company now intends to scale its presence in what has quickly become one of the world’s most competitive online gambling markets.

“Brazil represents one of the greatest opportunities for growth and internationalisation for our brand,” Manzanares said. “The new regulatory framework creates a more transparent and secure environment that rewards operators prepared to invest for the long term.”

The Murcia-based parent company, founded more than 50 years ago, operates 400 gaming arcades, 13 casinos and 25 bingo halls across Spain, supported by a workforce of over 4,000. VERSUSbet, launched in 2019 as part of Grupo Orenes’ digital transformation, now aims to replicate its European success in South America.

Manzanares emphasised that the Real Madrid collaboration is not a traditional shirt sponsorship but a strategic endorsement. The partnership has already been tested for over two years in Europe, where it proved effective at solving one of the hardest problems for operators entering new markets: building trust. “We share a long-term vision and very similar standards of excellence,” he said. “We believe this collaboration represents an opportunity to bring millions of fans an entertainment offering backed by the track record and international strength of Grupo Orenes.”

In Brazil, Real Madrid will serve as the cornerstone of VERSUSbet’s launch strategy. Manzanares noted that the alliance provides “immediate notoriety and credibility,” but also forms part of a broader marketing mix spanning branding, media, digital marketing, CRM, product development and customer experience. He cautioned against relying on sponsorship alone, stating that the operator’s value proposition rests on “trust, experience and product.” The goal, he said, is to “convert them into loyal customers, building sustainable relationships that drive long-term growth.”

Grupo Orenes plans to weave Real Madrid throughout the entire customer journey, leveraging the club’s massive fan bases in Brazil, Mexico and Colombia. This includes exclusive experiences, club-linked promotions, unique content and member-only benefits aimed at turning football supporters into long-term VERSUSbet clients.