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Diego Simeone, the long-serving head coach of Atletico Madrid, has been appointed an official ambassador for Betinia and, across Soft2Bet’s portfolio, for CampoBet as well in a deal announced this week.

The agreement is positioned as a multi-market brand partnership running through 2026 and beyond, with Simeone set to feature across the brands’ digital channels, advertising, and promotional activations.

A football-first product angle, not just a marketing face

Alongside the ambassador announcement, Betinia is rolling out a football manager-style game designed around decision-making, progression and rewards, a format meant to echo Simeone’s tactical, high-intensity image on the touchline.

Simeone said the concept mirrors the mindset behind his career, pointing to “discipline, hard work and tactical awareness” as the values behind his “path to achieving my goals”.

What it signals for Soft2Bet, Betinia and CampoBet

Industry coverage frames the partnership as part of Soft2Bet’s broader push to differentiate its brands through gamification, personalisation, and football-led engagement.

CampoBet, which is highlighted as operating in the Mexican market, will share in the Simeone-led campaigns and football-driven experiences, while Soft2Bet executives describe the deal as a milestone intended to bring fans “closer to the game” through strategy-based gameplay and brand activations. 

Source: https://www.prnewswire.com/news-releases/world-renowned-manager-diego-simeone-partners-with-betinia-in-landmark-ambassador-deal-302655586.html