The gambling industry in Spain is one of the hottest and online activity has picked up substantially. This trend has already been predicted to continue and is helping pave the way for a lot of partnerships tying together sports and gambling. One of the more recent deals goes well beyond Spanish borders, though, as the Real Madrid soccer team has made Russian sportsbook Marathonbet its official Russian partner. It’s the first time in the team’s 117-year history that it has brought onboard a Russian organization.

Through the arrangement, Marathonbet will be able to increase its marketing presence in Spain through the use of virtual LED boards that will be used in Russian broadcasts of Real Madrid matches. It will also be able to launch “exclusive offers” tied to the soccer organization and can also host special events during the upcoming season, including matchday VIP experiences, meet-and-greets and more.

Marathonbet has been around since 1997, offering live and pre-betting action on various sporting events and other activities. This is its second agreement in Spain, as it connected with a soccer club out of Seville, Sevilla FC, earlier this year.

The latest partnership comes as Spain, just like many countries, is considering drastic changes to how gambling operators can advertise their services. The industry collectively set about to introduce its own guidance to avoid the government overstepping its bounds, and that guidance has been accepted by gaming regulators in the country.