Spanish men's soccer’s LaLiga has today unveiled a new partnership with Sportsbet.io, the online sports betting platform.

This collaboration will integrate Sportsbet.io’s cryptocurrency-based betting platform with LaLiga’s global fanbase, providing digital activations and crypto rewards to enhance fan engagement.

The agreement covers both the top-flight LaLiga and second-tier Segunda Division.

Jorge de la Vega, business general manager of LaLiga, said: “We are excited to announce this partnership with Sportsbet.io, a brand that shares our vision of pushing the boundaries of fan engagement and innovation within sports.

“Together, we aim to deliver new and dynamic experiences for our fans, offering them fresh ways to engage with LaLiga. This collaboration marks an important step in our strategy to connect with global audiences and continue growing our international presence.”

Established in 2016 as part of the Yolo Group, Sportsbet.io has been active in the soccer market for several years, most notably as the shirt sponsor of Brazilian club Sao Paulo, and English sides Southampton and Watford.

The firm also had a deal with Premier League giants Arsenal as their official betting partner.

In terms of its current partnerships, Sportsbet.io is the shirt sponsor for English second-tier club Hull City.

The tie-up represents LaLiga’s second commercial deal this month after announcing a three-season partnership with the Riyadh Season sporting, cultural, and entertainment brand.