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Atlético de Madrid manager Diego Simeone has been appointed brand ambassador for Betinia and CampoBet, two sportsbook and online casino brands operated by Soft2Bet.
Mr Simeone’s managerial honours include 2 LaLiga titles, 2 UEFA Europa League trophies, 2 UEFA Super Cups, a Copa del Rey and a Spanish Super Cup. As a player, he earned 108 caps for Argentina and won the Copa América in 1991 and 1993.
According to Soft2Bet, an iGaming company operating its Malta base from the Quad Central, the partnership is built around aligning Mr Simeone’s competitive mindset and focus on progression with the brand’s gamification-led player experience. As part of the collaboration, Betinia and CampoBet will launch a proprietary in-platform football manager feature that allows players to progress through different levels – from Beginner to Legend – by earning points and unlocking rewards.
The feature will include localised content tailored to individual markets and fantasy-style player-versus-player competitions, with a strong emphasis on personalisation. Users will manage customised squads and develop their own strategies within the platform.
Alex Gitsik, Chief Marketing Officer at Soft2Bet, said the partnership reflects shared values between the company and the football manager, noting that the collaboration aims to blend strategic football gameplay with interactive gaming experiences.
Throughout 2026, Mr Simeone will be featured across Betinia’s and CampoBet’s digital platforms, marketing campaigns and promotional activities, with a focus on strengthening local engagement through football-led content.
Soft2Bet operates multiple sportsbook and casino brands across regulated markets and develops proprietary technology, including its MEGA gamification suite, designed to increase player engagement and lifetime value through data-driven personalisation.
Image credit: Diego Pablo Simeone / CC BY-SA 4.0
