London-listed online gaming operator bwin.party digital entertainment has confirmed that it will not be renewing its shirt sponsorship deal with Spanish La Liga club Real Madrid, choosing instead to form a new digital partnership with the club that better serves the company's marketing strategy.

 bwin.party said Monday that it will replace its highly successful six-year shirt sponsorship deal with Real Madrid, which concludes at the end of the 2012-13 season, with a new digital partnership that reflects a shift in consumer behaviour over the past few years.

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