Sponsorship

Peru’s top football league renamed Liga 1 Betsson

| By Conor Mulheir
Betsson Peru, in association with the Peruvian Football Federation (FPF), has agreed the official integration of its brand name into Peru’s top level football tournament, which will now be named Liga 1 Betsson.

The agreement marks the first time the league has changed its name in more than 20 years, and, Betsson said it reaffirms the operator’s commitment to adding positive value to Peru’s national sport.

Liga 1 Betsson 2021 will be the 105th edition of Peru’s top flight. Its logos and branding will now feature Betsson’s logo, in both physical and digital form.

Betsson said it will promote its #JuegoResponsable (Responsible Gambling) campaign as the central axis of the league’s rebrand, in order to promote responsible gambling at all levels.

“This alliance with the Peruvian Football Federation is a historic step for Betsson Peru,” said Jesper Svensson, chief executive of Betsson Group.

“Being part of the first division of professional football is an achievement that fills us with pride, and it also implies a responsibility that we happily shoulder.”

“We are aware of the tough times that sport is going through all around the world, and for this reason, through this sponsorship, we are contributing towards the development of Peruvian football this year.”

Benjamín Romero, marketing and commercial manager of the FPF, added: “It is very important for the League that a brand as relevant as Betsson joins us as the main sponsor and that the Peruvian tournament changes the name to Liga 1 Betsson this season.

“This encourages us to continue the work and add value to the growth of the national sports industry”

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