Marketing & affiliates

Betsson scores regional sponsorship deal with Copa América 2021

| By Robert Fletcher
Online gambling operator Betsson has agreed a deal to become a regional sponsor of the Conmebol Copa América 2021 Latin American national team football tournament.
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Under the agreement, Betsson will acquire certain branding rights, as well as benefit from perimeter board signage and video boards in stadiums, on press backdrops and on banners on the competition’s official website and mobile app. 

Betsson will also be the exclusive sponsor of the ‘Match Line Up’ for all 28 matches and the exclusive sponsor of the ‘Player of the Week’ polls on Copa America’s official social media channels. 

In addition, Betsson will be able to use certain Copa America branding assets for Colbet – its Colombian-facing gambling brand – when the Colombia national team is playing during the tournament.

“This is a fantastic opportunity to raise Betsson’s brand awareness to a new level in the markets we’re operating in,” Betsson’s operations chief executive Jesper Svensson said. “We know that Copa America is a huge event and is very popular in Latin American countries, and beyond.”

Conmebol commercial director Juan Emilio Roa added: “We see this partnership as a milestone in Conmebol Copa America history. It connects football lovers through the sports passion and cheerful experiences with their national teams’ performance in the world’s most traditional national teams competition.”

The deal marks Betsson’s latest step to enhance its presence in Latin America. In April, the operator purchased a 50% stake in JDP Tech, a software development business that owns a proprietary technology platform for handling payments in Latin America. 

Also in April, Betsson announced that it would launch in Mexico through a partnership with local land-based operator Big Bola Casinos. The operator is also active in Brazil, Colombia and Argentina, and has a presence in Peru.

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