Betinia and CampoBet, Soft2Bet’s premier sportsbook and online casino brands, announced that Argentinian Diego Simeone, Atlético de Madrid’s legendary coach, has been named an official ambassador of both brands. The partnership brings together Simeone’s winning mentality and authenticity with Betinia’s commitment to delivering a personalised, player-focused gaming experience.

Simeone has been the manager of Atlético de Madrid since December 2011 and is widely recognised as one of the defining coaches of the modern era. He has led the club to major domestic and European honours, including two LaLiga titles (2013-14, 2020-21), UEFA Europa League titles (2012, 2018), UEFA Super Cup victories (2012, 2018), a Copa del Rey and a Spanish Super Cup. During his accomplished playing career, he earned 108 caps for Argentina, helping them to victory in the Copa América in both 1991 and 1993.

“Simeone is one of this era’s defining football managers, recognised for high intensity and an uncompromising drive for progress,” stated Betinia’s official brand representative. “That same mindset sits at the heart of Betinia, and the football manager turns a player's journey into a growth story with progression and rewards, localised for the target audience.”

As part of the partnership, brands are launching a proprietary in-platform football manager providing players with a clear path to becoming legends in their own right. Mirroring Simeone’s own rise through grit, determination and constant improvement, players earn points to progress from Beginner to Legend, unlocking rewards along the way. With highly localised content tailored to each market, brands aim to build long-term connections with players through an experience that feels personal, purposeful and football-led. Furthermore, players will be able to face each other in online fantasy matches. The core is personalisation: each player manages a unique roster of stars and develops their own signature winning tactics.

“Partnering with a football icon like Diego Simeone is a major milestone for Soft2Bet and its brands, CampoBet and Betinia,” said Alex Gitsik, CMO of Soft2Bet. “His leadership and dedication to excellence reflect the values we uphold across all our gaming platforms. Through this unique collaboration, we are excited to bring fans closer to the game they love, blending strategic gameplay with engaging gaming experiences.”

By partnering with Simeone, Betinia and CampoBet bridge his influence with a commitment to providing fans a localised experience rooted in regional football culture and player habits. During the partnership, Simeone will be featured across brands’ digital platforms, exclusive campaigns, and promotional activities throughout 2026.