PAF Sponsoring Atletico De Madrid

Finnish gambling monopoly Alands Penningautomatforening (PAF) has signed an agreement with Spanish top-flight soccer club Atletico De Madrid that sees it become the team’s Official Gaming Sponsor.

PAF earlier launched Apuestasrojiblancas.com, the official online gaming site for the La Liga team, but its new deal will see its logo appear on the side’s shorts until the end of the 2010/11 season.

The monopoly revealed that the deal would also see its logo appear on the soccer club’s training clothes and would help it to strengthen awareness of its brand and services.

“This is a historic venture for us,” said Anders Wiklund, Head Of Business To Business for PAF.

“Being able to team up with one of the best football clubs in Europe, which shares the same values as us, is a true honour for PAF. We have found a very like-minded club with a very good reputation, which is a cornerstone in this sponsorship agreement. PAF is dedicated to creating a win-win situation not only for the club but also for Atletico De Madrid fans.”

PAF was established in 1966 as a charitable organisation and last year donated €20 million to various good causes. As such, the sponsorship deal will also see revenues from Apuestasrojiblancas.com donated to charities in Madrid chosen by Atletico De Madrid.

“We are very proud to have found a new sponsor that shares the same vision as us,” said Juan Carlos Moya, Commercial General Director for Atletico De Madrid.

“PAF’s mindset of creating value for the club and for our fans and having a charitable profile is in line with our current strategy and business development. Not only have we secured the needed funds for the club but we have also created added value for our fans through the online gaming site launched by PAF.

“It’s also the first time a sponsor has insisted on distributing money to local charities, which truly makes this cooperation unique and a win-win situation for the club, the fans and charity.”