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PointsBet partners with La Liga North America

| By Daniel O'Boyle
La Liga, Spain’s top flight of football, has appointed spread betting operator PointsBet USA as the Official Betting Partner of La Liga North America in an "exclusive multi-year agreement".

La Liga, Spain’s top flight football competition, has appointed Australian operator PointsBet's US subsidiary as the official betting partner of its LaLiga North America joint venture with sports media and events business Relevent Sports Group. 

Under the agreement, PointsBet gains access to LaLiga intellectual property for use in marketing campaigns, as well as working on initiatives to uphold sporting integrity. 

It will also add the PointsBet Prediction of the Week to LaLiga North America's content portfolio, a weekly segment in English and Spanish that will be presented by Liverpool FC legend Luis Garcia, retired footballer Jimmy Conrad and National Womens Soccer League analyst Chelsea Cabarcas.

PointsBet USA chief executive Johnny Aitken said the partnership would aid the operator's efforts to build an audience among the US Spanish-speaking community.

“We are thrilled to have been appointed as the first exclusive sportsbook partner of LaLiga in the US commencing ahead of the much anticipated El Gran Derbi later this month,” Aitken said. “As one of only a few operators to offer a Spanish-language website, this partnership complements PointsBet’s commitment to provide relevant multilingual content to the Spanish-speaking community.”

Boris Gartner, chief executive of La Liga North America, said the partnership will bring La Liga closer to its growing American fanbase.

“Soccer is growing at a very fast pace in the US and the role that La Liga plays in that growth is important for fans and brands in that region,” Gartner said. “”We are excited to grow with PointsBet in the market and enhance the fan experience by bringing LaLiga closer to the fervent audience that exists in the US.”

The agreement is the latest in a series of league partnerships for PointsBet in the US. As well as the NFL and XFL, PointsBet partnered with the NBA in February.

The LaLiga North America joint venture was struck to build the profile of the Spanish league across the US and Canada, through a range of promotional activities including events, marketing partnerships, youth academies and coaching, culminating in controversial plans to have LaLiga matches take place in the US.

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