World leading online gaming software developer, bwin, has announced the signing of a three year sponsorship agreement with football club Real Madrid. The deal was presented in the Santiago Barnabeu Stadium presidential balcony, making it the official main sponsor of Spanish soccer champions Real Madrid as of July 1st 2007. According to a joint press release, "The agreement presented…by Manfred Bodner, Co-CEO of bwin, and Ramon Calderon, President of Real Madrid CF, represents a milestone in the international ties between the two institutions".

Team captain, Raul Gonzales, presented the new shirt carrying the bwin name and logo, to be worn at national and international matches, and the tenth European Cup. bwin brand advertising will also be seen on the inside and out of the official stadium. As such, the deal grants exclusive right to bwin to use the image of real Madrid as an international communication platform.

According to official Real Madrid publications and joint press releases, the primary motive for the deal striking is the coinciding of the two brands as dedicated organizations to the maintaining and promoting of sports, as well as shared values of leadership, dynamism, and technological innovation. It is believed that these joint commonalities will allow the two entities to connect on an emotional level with fans from around the world.

Bwin are already official sponsors of AC Milan, and have over 11 million registered customers worldwide, including 7 million "play money" customers. It is an essential and reputable destination for online sports betting, games, gambling, and other forms of online entertainment. The group operates under both international and regional licenses from jurisdictions such as Gibraltar, the UK, Italy, Argentina, Mexico, Kahn awake, Germany, Austria, and Belize. Bwin offers a variety of games such as online poker, sports betting, casino games, skill games, plus audio and video streams on top sporting events. The company has also signed a sponsorship deal with the Portuguese Football league, which since 2005 has played under than name "bwinLIGA".

However, bwin is most commonly recognized as the most secure form of online entertainment, due to their cutting edge design of betting options and various account crediting options. Ramon Calderon, President of Real Madrid, expressed pure pleasure with the agreement signed with bwin, explaining that "it's a leading company in its sector with tremendous potential for growth. It's young and dynamic with international activity that fits in well with Real Madrid's philosophy". Bwin's experience dealing with other sports related companies was heavily stressed, and the fact that "it fully understands the passion for football and helps make sure the passion is extended among all its fans" was an additional element that lead way to this sponsorship agreement. Calderon concluded that "this is an alliance that will help both parties develop their respective strategies".

CEO's of bwin supported this statement strongly, and consider real Madrid to be a "true legend in the world of sports". The joint partnership between bwin and Real Madrid is expected to bring about closer proximity between sporting activities and fans, as well as invite the thousands of sport followers to get on board the online gambling train.