Damian Martínez nets another exclusive for SBC Noticias as VERSUSbet, the online sportsbook of Spanish gambling and hospitality giant Grupo Orenes, details how its expanded five-year partnership with Real Madrid will spearhead its South American growth strategy.
The firm intends to leverage its deal with the multiple time La Liga and Champions League winning club to connect with local audiences, beginning in the ultra competitive Bets market of Brazil…
VERSUSbet is ready to accelerate its South American ambitions, as parent company Grupo Orenes expands its sponsorship terms with Real Madrid FC to spearhead a new “offensive across Latin America’s regulated betting markets.”
The state of intent was made to SBC Noticias, by Fernando Mármol Manzanares, Chief Marketing Officer of Grupo Orenes, who revealed that VERSUS is ready for its expansion phase in Brazil’s Bets regime, following its licence approval and soft launch of its online sportsbook in 2025.
Extended to season 2029/30,VERSUSbet partnership with Real Market takes on new terms to enhance visibility to audiences in South America, beginning with Brazil.
“Brazil represents one of the greatest opportunities for growth and internationalisation for our brand,” Manzanares told SBC Noticias. “The new regulatory framework creates a more transparent and secure environment that rewards operators prepared to invest for the long term.”
The expansion marks the most ambitious international project to date for VERSUSbet, the online sportsbook of Spanish hospitality and gaming heritage group Grupo Orenes.
Founded more than half a century ago, the Murcia-based company employs over 4,000 people and operates a nationwide estate of 400 gaming arcades, 13 casinos and 25 bingo halls, alongside its growing online gambling division.
Trust & shared values
The VERSUSbet brand was formally launched in 2019, as part Grupo Orenes’ digital transformation strategy to add a new sportsbook to the heritage group land-based properties and hospitality portfolio.
Leadership believes the blueprint successfully developed in Europe can be replicated across South America.
Manzanares underscores that the partnership between Versusbet and Real Madrid was engineered by more than two years of collaboration in Europe, where the sponsorship demonstrated its ability to solve one of the biggest challenges facing operators entering newly regulated markets: building trust.
By associating with one of the world’s “most recognised sporting institutions” the partnership accelerated both brand awareness and customer confidence, providing a platform that traditional marketing campaigns would struggle to achieve alone.
“We share a long-term vision and very similar standards of excellence,” he explained. “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.”
Rather than viewing the agreement as a conventional sponsorship, Grupo Orenes sees the partnership as a strategic endorsement of VERSUSbet’s ambitions to become one of the leading sportsbook brands operating across regulated jurisdictions.
Changing gears in Brazil
Brazil now sits firmly at the centre of that strategy. Having already secured regulatory approval and quietly launched its platform, VERSUSbet is shifting its attention towards scaling brand awareness in a market that has rapidly become one of the most competitive in global online gambling.
Manzanares confirmed that Real Madrid will become the cornerstone of that next phase.
“The alliance with Real Madrid will be the main driving force behind our launch in Brazil,” he said. “It gives us immediate notoriety and credibility, but it forms part of a much broader strategy combining branding, media, digital marketing, CRM, product development and customer experience.”
The executive added that sponsorship alone would not determine success.
“Our value proposition is built on three pillars: trust, experience and product,” he continued. “Our ambition is not simply to attract users through the Real Madrid partnership, but to convert them into loyal customers, building sustainable relationships that drive long-term growth.”
Rather than relying solely on shirt branding or advertising rights, Grupo Orenes intends to integrate Real Madrid into the entire customer journey.
The operator believes the Spanish club’s enormous following across Brazil, Mexico and Colombia provides a unique opportunity to transform football supporters into long-term customers through exclusive experiences and premium content.
“We want to bring Real Madrid closer to our customers through exclusive experiences, club-linked promotions, unique content and exclusive benefits that only members of the VERSUSbet community can enjoy,” Manzanares noted.