RushBet the sportsbook that gained a foothold in South America last year by becoming LaLiga’s exclusive wagering partner in Colombia, is now expanding that partnership with the renowned Spanish soccer league throughout the continent.

As LaLiga prepares to kick off its schedule this week, the RushBet sportsbook operated by Rush Street Interactive, Inc is teaming up with the prominent league in an exclusive partnership that extends through the next three seasons.

The deal provides RushBet with intellectual property rights for the league’s top two divisions — LaLiga Santander and LaLiga Smartbank. The rights include use of team names, shields, players’ pictures and competition logos.

Additionally, RushBet gains access to ex-LaLiga players, known as ambassadors. Lucky RushBet sportsbook customers will have a chance to participate in exclusive experiences such as meet-and-greets with the ambassadors.

Further, RushBet will receive merchandise such as jerseys and balls from teams and offer them to customers at sports bars, branding events and other giveaways.

The arrangement between LaLiga and RushBet also includes the awarding of hospitality packages, known as “Money Can’t Buy Experiences,” to customers. They can win all-expenses-paid trips, VIP style, to high-profile games such as the El Clasico, Barcelona vs. Real Madrid.

The co-branding reaches into social media as the sportsbook and the league will have a presence together in each other’s accounts.

The partnership illustrates RushBet’s strategy to grow its brand in the region by broadening the benefits available to customers in additional countries besides Colombia. It is also a way to support the LATAM (Latinamerica) players in LaLiga, among them Rodrigo De Paul, Alejandro (Papu) Gómez and Ángel Correa of Argentina; Federico Valverde and Ronald Araujo of Uruguay; Vinicius, Militao and Casemiro of Brazil; Falcao García, Mojica and Jeison Murillo of Colombia, and Renato Tapia of Peru.

“LaLiga is one of the most popular leagues across the globe, and we are thrilled to be able to bring our valued customers up close to this important league, said Valentin Birnstein, General Manager of RSI Colombia.  “We are committed to providing RushBet players with top-tier content and high-quality entertainment, and expanding our partnership with LaLiga helps to achieve those objectives.”

“This new expanded agreement will bring LaLiga even closer to our fans, sharing all the excitement and emotion that LaLiga has to offer,” said Oscar Mayo, Executive Director of LaLiga.  “As our fans know we have played with passion for many years, now, we are thrilled to share all the adrenaline of LaLiga with RushBet’s customers in Colombia and other countries.”