Betsson has reiterated its position in the Latin American sports betting market, having penned a deal with 35-time Premiera Division-winning soccer team Boca Juniors.
The deal will see the sports betting and online casino operator’s branding be adorned on the Boca Juniors home and away jerseys of both the men’s and women’s teams until the end of 2024.
Beginning the deal was a blockbuster game at La Bombonera stadium where a Boca XI, wearing the new shirt featuring Betsson’s logo, faced off against an Argentina XI featuring World Cup winners Lionel Messi, Angel Di Maria, and Leandro Paredes for Juan Roman Riquelme’s testimonial match.
Riquelme – a Boca legend who had an illustrious career in Europe with Barcelona and Villarreal – invited friends and former teammates to play in a testimonial eight years post-retirement, attracting over 60,000 fans who packed into the stadium. Boca XI won 5-3 as Betsson’s branding featured on the shirt for the very first time.
Betsson Group CEO Jesper Svensson explained: “Boca is unquestionably the most esteemed team in South American football. It has 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, thereby strengthening our rapid and consistent expansion in the region.”
The deal was formally agreed and penned on Monday morning in a ceremony with Jorge Amor Ameal, President of Boca Juniors, Svensson and Ronni Hartvig, CEO and CCO of Betsson Group, alongside Maximiliano Bellio, Betsson’s Country Manager for Argentina.
Local news sources reported that Betsson will pay $7.5m to place its brand on the front of Boca Junior’s matchday kit for the next 18 months.
Betsson didn’t disclose any financial terms related to the deal, but cited that its sponsorship would be based on the “values of passion for football and fair play, shared by Boca Juniors”.
“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,” said Ronni Hartvig, Chief Commercial Officer of Betsson Group.