BARCELONA – Bwin Interactive Entertainment AG has its sights set on Spain. The online sports betting, poker, games, and casino multinational is looking to consolidate market leadership across the peninsula in the wake of changes in legislation in 2011 – Ley 13/2011, de 27 de mayo, de regulación del juego – which have seen new players enter the Spanish market.
The Austrian behemoth has joined forces with independent creative agency &Rosàs to strengthen its reputation as a pioneer in online gambling, synonymous with the premier league.
&Rosàs will drive the implementation of international football campaigns and club sponsorship across Spain and will work in close collaboration with London-based BBH, who lead bwin’s global advertising and communications.
Bwin: recapturing the Spanish market
Founded in 1997, bwin is a veteran player in the online gambing sector. In 2007 it landed in Spain, with strength and reaching meaningful awareness. However, the Ley de Regulación del Juego marked a game-changing shift in Spanish legislation in 2011, opening up the online gambling market to new players and making it legal to advertise products and services.
Spanish campaign, Spanish agency
Since 2015, bwin is part of the GVC group, the biggest online gambling company in the world, which possess other major gambling brands such as party, Sportingbet and Ladbrokes, under the same roof.
Nowadays, bwin returns to the advertising stage with fresh energy and ambitious initiatives along with creative agency &Rosàs, which continues gaining the confidence of international brands for its portfolio: in September it was in charge of the advertisig campaign of the first physical store Japanese Uniqlo settled in Spain. The agency has also taken on global advertising communications for Bertoli Olive Oil which is part of multinational Deoleo.
The Spanish deal with bwin is the latest in a long line of sports accounts for &Rosàs. The agency’s campaigns for Decathlon, the world’s largest sports good retailer, was warmly received in Spain, being awarded with 34 prizes in national and international contests, such as the gold award in ‘Brand construction’ in the Spanish well-known ‘Premios Eficacia en Comunicación Comercial’ -‘Comercial Communications Effectiveness Awards’-.
bwin Marketing Director for Spain, Pablo Ferreira, says: “We want to bring bwin back to its rightful place in Spain. Having a pioneering product is key, but we need to ensure our target audience know about us – and why it is that we are the premier brand in this space. This is why we have chosen &Rosàs to lead on advertising communications and sponsorship in the region, building on the amazing work they have been doing for other international brands in Spain.”
Jordi Rosàs, founder and CEO of &Rosàs, adds: “It is truly exciting to see our work appreciated by an iconic and innovative brand like bwin. To be singled out by bwin as trusted partner is a real honour and it is our commitment to them to put 100% of our efforts and expertise into consolidating their market leadership in Spain.”
bwin currently sponsors a number of major-league football clubs in the Spanish peninsula, including Club Atlético de Madrid, Valencia Club de Fútbol, Sevilla Fútbol Club and Villarreal Club de Fútbol. To this support the gambling house joins the sponsoring of Borussia Dortmund and Football Club Internazionale Milano -Inter Milán.
In photo are Albert Villar, Copywriter for &Rosàs; Isahac Oliver, Executive Creative Director &Rosàs; and &Rosàs Art Director Javier Eraso.
