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Betsson scores shirt sponsorship deal with Argentina’s Boca Juniors

| By Robert Fletcher
Betsson has agreed a deal to become the main shirt sponsor of leading Argentinean football team Club Atletico Boca Juniors.

The agreement will run through to the end of 2024, with Betsson branding to appear on the front of Boca Juniors players’ shirts. 

The deal covers the men’s and women’s first teams across local and international matches.

The team will wear the new shirts for the first time in a competitive match on 29 June. However, branding also appeared on players’ shirts during last week’s testimonial game for club veteran Juan Román Riquelme.

Aside from the shirt sponsorship, the deal also covers Betsson working with the club on a range of social initiatives in the local community.

Expanding Latin American presence

“Boca is unquestionably the most esteemed team in South American football,” Betsson Group chief executive Jesper Svensson said. “It’s been home to legendary players like Diego Maradona who, alongside other remarkable players, has elevated Boca to an iconic team globally. 

“By sponsoring Boca, we are partnering with the most recognised sports brand in Latin America. This strengthens our rapid and consistent expansion in the region.”

Betsson chief commercial officer Ronni Hartvig added: “This alliance will mark a significant milestone for Betsson at a regional level. It will accelerate the exposure of our brand throughout Latin America and beyond. 

“We are excited to enter into a partnership with a club that transcends borders, boasting of millions of supporters and fans all around the world.”

Betsson secures other football deals

The deal marks Betsson’s latest commercial partnership within the Latin America region.

In January, the operator entered into a partnership with Chile’s National Association of Professional Football (ANFP). Betsson is now the official naming sponsor of the Chilean first division football league, which was renamed the Campeonato Betsson.

The partnership will also include collaborative efforts to promote responsible gaming and uphold fair play in the league. This builds on existing relationship with the ANFP, with the brand having sponsored the Ascenso second division. 

Also in May, Betsson extended its commercial partnership with Peru’s top football division, Liga 1.

Under the four-year deal, Betsson remains title sponsor of the league and the corporate identity of the division continues as Liga 1 Betsson.

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

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