Betsson at the LGBTIQAP+ pride day in Madrid
Betsson announced his presence at the celebrations of the International LGBTIQAP+ Pride Day in Madrid. The Spanish capital has become the location of the most important Pride march in Europe, and the Swedish company does not seem willing to miss an event of such relevance. Improving the brand image by engaging in local markets is the currency
Betsson was present at the 41st edition of LGBTIQAP+ Pride in Madrid. ©PixaBay/Wokandapix
If not so long ago the casino of Swedish origin surprised us all by "signing" Mónica Cruz and Julio Baptista as the image of the casino games and betting sections, respectively, this summer we found out that he had put his name as one of the main sponsors from the After Brunch Pride Party that took place in the Plaza de Las Ventas in Madrid as a culmination to the events organized around the International LGBTI Pride Day in the Spanish capital. In the main squares of Madrid and around the Chueca neighborhood, Pride 2019 has been celebrated in style, and Betsson did not want to miss the party.
Betsson entered the Spanish market strongly in 2017 with the acquisition of the Premier casino. Since its beginnings with the Star brand and today already as Betsson New Zealand, the Swedish operator has been undergoing a remarkable evolution. Being aware of the importance it has conquering the regulated local market Betsson has been expanding its offer and promotions in our country. In this regard, Ronni Hartvig, recently appointed Commercial Director of Betsson AB, recognized that the company's priority today is to establish regional localization strategies , targeting local markets and giving greater autonomy and flexibility to the different national teams. In this way, Betsson aims to underpin the turnaround announced by Pontus Lindwall, the group's chief executive, in 2017: to turn Betsson into a more horizontal organization. The latest investments in the company's image all point in this direction.
Betsson at the After Brunch Pride Party and the LGBTIQAP+ community
"Bad ideas come when you're bored, that's why we Swedes created the most exciting bookmaker and online casino in the world.” This is how the advertising spot they created in 2018 began. With a touch of irony and playing with some of the clichés that we southern Europeans may have about the Nordic peoples, Betsson tried to make us smile. Yes, they are Swedish, but they can be fun and exciting . The goal is clear and Betsson wants to integrate and get involved. He has no shortage of ideas and has put the necessary resources into it. The signing of the Brazilian crack Julio Baptista, known as The Beast, points in this direction. The values of entertainment and glamour are represented through the Brazilian footballer, a Spanish national, together with the popular actress Monica Cruz who has also joined the advertising campaign of the Swedish giant. The younger sister of Penelope Cruz has become the ambassador of Betsson New Zealand.
Monica projects a unique image. She is a Moderna, carefree and surprising woman, I would dare to say that Betsson shares many of her attributes, we have a very similar way of understanding life – Pietro Lechiara , Head of Marketing Southern Europe & LatAm, Betsson
In addition, this year they have set out to conquer the LGBTIQAP+ community. To this end, Betsson has lent its support to After Brunch, a party born from the Day Party concept already present in metropolises such as London, New York or Berlin. In Madrid they have created a new way of living Sunday with two events every month. For the 2019 Pride party in the Plaza de Las Ventas they have arranged a luxury line-up with top-notch international DJs such as Carl Craig, one of the pioneers of Detroit techno. Back there, supporting the whole event, was Betsson. The online fun and live with the best music come together in order to create experiences . In this way, Betsson will have achieved that the name of the company is not associated exclusively with a casino or an online bookmaker but with a whole way of facing life.
