La Liga champion FC Barcelona has unveiled a new five year sponsorship agreement alongside gaming and technology organisation 1xBet.

As a result of the deal the online betting firm has become a new global partner of the Spanish giants through to June 30, 2024, in an agreement that came into effect at the start of the month.

FC Barcelona states that the partnership represents the latest stage of the club’s global expansion strategy, which sees it strive to align with “the best possible partners in different categories”.

Josep Pont, a member of the FC Barcelona board and head of its commercial operations, said of the sponsorship deal: “We are convinced that this deal with 1xBet will help us to continue to grow both on and off the field. This deal consolidates our global expansion strategy and we are sure that it will help us to connect with new sports fans all around the world”.

Under the terms of the new agreement FC Barcelona and 1xBet are to work together on a variety of activations from a wide range of assets, including access to a number of the club’s players to create promotional material and marketing campaigns.

Alex Sommers, a spokesman of 1xBet, added: “We are very pleased to reach an agreement with one of the best clubs in the world. We are certain that 1xBet has something to offer to all FC Barcelona fans. 

“We expect that the cooperation of two world-class brands will be lucrative for both parties. Barcelona’s slogan is ‘more than a club’ and we hope that over the next 5 years, the fans will come to realise that 1xBet is more than a bookmaker.”

This forms the latest in a string of football sponsorship deals undertaken by 1xBet, which has offices in Europe, Asia and Latin America, with the organisation already having deals in place alongside Serie A and Tottenham Hotspur.