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Betsson nets latest LatAm sponsorship deal with Chilean first division

| By Robert Fletcher
Operator Betsson has secured its second major sponsorship deal in Latin America in the past week by entering into a partnership with the National Association of Professional Football (ANFP).

Under the agreement, Betsson will serve as the official naming sponsor of the Chilean first division football league, with the competition to be renamed as the Campeonato Betsson.

The partnership will also include collaborative efforts to promote responsible gaming and uphold fair play in the league.

Betsson said the deal builds on its existing relationship with the ANFP, having previously sponsored the Ascenso second division. The operator also worked with Colo-Colo, which plays in the Campeonato, while it was the official betting partner of the Chilean national team. 

“Through this latest collaboration, we are steadfastly reinforcing our commitment to support the development of football in Chile,” Betsson’s chief commercial officer Ronni Hartvig said. 

“It is evident that the advantages of this partnership are mutual, as these alliances allow the tournament to advance and flourish, while also enabling our brand to strengthen its preeminent position within the region.”

ANFP president Pablo Milad added: “We are pleased to sign this alliance with Betsson and are confident that the agreement will serve to enhance the promotion and development of Chilean football and of our tournament. 

“We look forward to the 2023 competition, set to commence this Friday, which we are sure will be a highly engaging and captivating experience for the fans, as a result of the high stakes and the clubs’ efforts to be the leading contenders.”

The deal comes after Betsson this week also extended its commercial partnership with Peru’s top football division Liga 1.

The deal will run for a further four years, with Betsson to remain as title sponsor of the competition and the corporate identity of the division to continue as Liga 1 Betsson.

Betsson branding will appear on a range of official league visual and digital materials, while the operator will also continue to work with Liga 1 on activities to promote responsible gambling among fans.

During its Q2 announcement last year, the operator revealed Latin America was its largest market for the three-month period, generating record revenue in the region. 

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