Aupabet Andalucía officially presents its new brand identity

Aupabet Andalucía officially presented its new brand identity on September 16 and 17, 2026, at the Expo Congresos de Juego–Luis Escribano held at the Palacio de Ferias y Congresos de Torremolinos. The rebranding represents the evolution from Apuestas de Andalucía to Aupabet Andalucía and includes a redesigned logo, defined corporate colours, and a renewed visual identity.

Aupabet Andalucía unveiled the identity at the Expo Congresos de Juego

The company seized the opportunity during the 14th edition of the Expo Congresos de Juego–Luis Escribano to showcase the key elements of the new brand identity. The event took place in Torremolinos and is one of the most relevant professional gatherings in the recreational gaming sector in Spain. Present at the event were María González, the company's manager, and Juan Segura, head of commercial expansion, along with a significant number of the entity's partners.

The presentation linked the brand's evolution with the visibility provided by the congress: the new identity was displayed at the Palacio de Ferias y Congresos de Torremolinos during the days of September 16 and 17, allowing the company to hold meetings with professionals, operators, and representatives from the sector in a professional setting.

Corporate objective: a common brand for territorial expansion

The rebranding responds to a strategy of unification and consolidation of the group's corporate identity. The company maintains a presence and operational activity in Andalucía and in the Region of Murcia, where it operates as a sports betting operator, and the transition to Aupabet Andalucía aims to advance towards a common designation and shared identity.

The change formalizes a stage in which the entity seeks its corporate identity to be coherent across the different territories in which it is present, without losing the local knowledge accumulated in each market.

The design and elements of Aupabet Andalucía's new identity

During the Expo Congresos, visitors could learn about the redesigned logo and the corporate colour palette. The company presented:

• a redesigned logo with new graphic guidelines;

• defined corporate colours for its communication and signage;

• a visual architecture designed for application at points of sale and corporate materials.

The company explained that the new image aims to be more recognizable and to unify the presence of its establishments in Andalucía and the Region of Murcia. The presentation in Torremolinos served to demonstrate how these graphic elements are applied in a fair and professional environment.

Presence in Torremolinos and activity during the congress

Aupabet Andalucía was represented by its management team and a significant portion of its partners, who accompanied the team during the event. The company took advantage of the occasion to hold meetings with operators and other sector professionals, positioning its rebranding as one of the main meeting points in the sector at the national level.

Utilising the Expo Congresos de Juego–Luis Escribano as a launch platform underscores the company's intention to present its new identity to key players in the sports betting and recreational gaming market.

Implications for operators and providers

The evolution to Aupabet Andalucía formalizes a branding strategy that has practical effects on the management of the establishment network and relationships with commercial partners. For operators and providers, the unification of identity involves adjustments in signage, promotional material, and in the brand application guidelines that the company will distribute to its establishments.

For local partners, the common designation preserves the knowledge of each territorial market but requires coherence in communication and in customer experience between Andalucía and the Region of Murcia.

What follows after the presentation

Aupabet Andalucía will advance the implementation of its new identity in the coming months at its points of sale and corporate supports. The company has not communicated specific rollout dates, but the presentation in Torremolinos marks the public beginning of the transition from Apuestas de Andalucía to Aupabet Andalucía.

The choice of the Expo Congresos as the launch environment made it clear that the entity prioritizes presenting its change before sector professionals and leveraging commercial contacts generated during the congress. The new identity is now the official reference for the group in its journey through Andalucía and the Region of Murcia.