Betsson scores extension with Peru’s Liga 1

| By Robert Fletcher
Operator Betsson has extended its commercial partnership with Peru’s top football division – Liga 1.
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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.

The operator initially acquired title sponsorship rights to Liga 1 in 2021, having first linked up with the league and Peruvian Football Federation (FPF) in 2020.

“This reaffirms our dedication as a company to support national soccer talent and to continue contributing to the development of local football,” Betsson commercial director Ronni Hartvig said. “Additionally, being the proud name sponsor of Liga 1 gives Betsson the opportunity to highlight our passion for the sport and our commitment to fair play, values we share with the FPF.”

FPF competitions director, Héctor Lara, added: “Better sponsorships allow us to continue optimising the economic value of the first division of professional football, investing in sports infrastructure, preparation of minors and expanding the scope and visibility of Liga 1.”

Betsson has in recent years been seeking to expand its presence across the Latin American region. 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. 

Last August, the operator also linked up with Gaming Innovation Group to launch a new sports betting offering in Colombia.

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