Expansion in Football: SpeedyBet Extends Real Betis Sponsorship to European Market

The landscape of sports sponsorship is shifting rapidly, moving away from global blanket agreements toward carefully segmented regional rights. A prime example is the recent move by the Paf Group and its sports betting brand, SpeedyBet. In July 2026, the company not only renewed its existing contract with the Spanish club Real Betis Balompié but also significantly upgraded its scope. While SpeedyBet has served as the official partner in Spain since December 2024, the renewed agreement now encompasses European rights that extend far beyond the Iberian Peninsula. The new deal runs for two seasons until the summer of 2028, marking a milestone for the brand as it utilizes European football rights outside of Spain for the first time.

The strategic focus of this expansion is particularly noteworthy. The Paf Group has identified Sweden as the primary market for activating these new rights. The goal is clear: to connect Swedish football fans more closely with the Seville-based club. At the same time, SpeedyBet aims to leverage its brand recognition in Northern Europe to solidify its user base. With Real Betis competing in both La Liga and European tournaments, the partnership provides a massive stage for the betting operator, which has long championed responsible gambling.

Numbers and Facts

A look at the Paf Group's economic power underscores the foundation for such high-profile deals. In 2025, the group reported a total turnover of €214.5 million and a profit of €57.2 million. These solid financials enable the company, founded on Åland in 1966, to expand aggressively in the sports betting sector. SpeedyBet itself has been part of the portfolio since 2021, following its acquisition from Hero Gaming. Today, the group holds licenses in Spain, Sweden, Estonia, and Latvia.

Meanwhile, Real Betis is pursuing a strategy of regional fragmentation. Since 2019, Asian rights have been marketed separately, while OlyBet has held the sponsorship rights for the Baltics since 2021. SpeedyBet now fills the gap for the broader European market. Marketing Manager Cristina Sebastián highlighted the importance of this geographical alignment:

"We want to maintain our strong brand presence in Spain, and the new European rights will primarily be activated in Sweden. It gives us the opportunity to connect Swedish football fans with one of La Liga’s most vibrant clubs and deliver some unique experiences for players in the Swedish market." - Cristina Sebastián, Marketing Manager at Paf

Background

The Paf Group holds a unique position in the gambling world. As a Nordic company with a public-benefit mandate, its profits traditionally flow into social causes. This focus on responsibility is also reflected in the partnership with Real Betis. Both parties emphasized that shared values in player protection were a decisive factor in continuing the collaboration. At a time when gambling sponsorship in football is often viewed critically, SpeedyBet attempts to stand out through transparency and social responsibility.

The Paf portfolio includes brands such as Speedy Casino, Speedyspel, and No Account Bet, alongside SpeedyBet. Furthermore, the company operates physical gaming on approximately 30 cruise ships in the Baltic and North Seas. The extension of the Real Betis deal until 2028 demonstrates the provider's long-term planning, viewing football as the most effective tool for customer loyalty, especially in regulated markets like Sweden and Spain.

Why it matters for German players

For German players, this news is primarily a signal of the stability of major European providers. However, a clear distinction must be made: SpeedyBet and the Paf Group operate here primarily in markets like Sweden or Spain. In Germany, extremely strict rules have been in place since the Interstate Treaty on Gambling 2021 (GlüStV 2021). A provider like SpeedyBet would only be allowed to offer its services here if it were on the official whitelist of the Gemeinsame Glücksspielbehörde der Länder (GGL).

German customers must adhere to the monthly deposit limit of €1,000 via the LUGAS system and are allowed to wager a maximum of €1 per spin on virtual slots. Sponsorship activities, such as those shown by SpeedyBet with Real Betis, are also subject to strict advertising restrictions in Germany. While Swedish fans might benefit from "unique experiences," the focus for German users remains on safety through GGL regulation. Anyone playing with a provider without a German license is acting illegally and loses all legal protection.

What it means for GGL-licensed casinos

German casinos with a GGL license are closely monitoring such international deals. Regional splitting of sponsorship rights could be a model for the future to meet strict German advertising rules without violating laws globally. For instance, a provider could exclusively acquire rights for the German market from a club and thus advertise specifically within the legal limits of GlüStV 2021. The professionalization demonstrated by Paf with Real Betis increases the pressure on the German market to create competitive yet safe framework conditions.