Uri Poliavich’s iGaming firm Soft2Bet has signed Atletico Madrid manager, Argentina soccer legend Diego Simeone, as brand ambassador for its Betinia and CampoBet sub-brands.
Soft2Bet, which owns more than 30 operator brands in the iGaming sector, took to X to announce Simeone’s appointment for its two Denmark and Sweden-facing subsidiaries:
Inking ‘El Cholo’ as a spinman is a bold move by the Malta-headquarted firm and should add weight to Betinia’s marketing drive, given Simeone’s respected stature as a top La Liga-winning manager and his stellar career as a player.
As part of the deal, Betinia will roll out a soccer manager game “that gives players the chance to take on their own Simeone-inspired path.”
The Atletico manager said the Betinia game will allow players “to get directly involved in the tactical side of the game and see how decisions make a difference.” The gameplay, reports state, is designed to “reflect the discipline and strategy Simeone is known for.”
As brand ambassador, Simeone will appear on Betinia’s digital platforms and marketing and promotional campaigns through 2026 “and beyond.”
Simeone represents everything soccer fans admire”
According to Betinia, Simeone represents everything soccer fans admire “intensity, belief and the desire to earn your success.” The brand claimed it shared traits with Simeone, and that it was “building an experience where progress feels real, loyalty is recognised, and players are rewarded for staying in the game.”
