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Club Atlético Boca Juniors, an Argentine football team, has signed a sponsorship agreement with Swedish bookmaker Betsson. The arrangement calls for a $7.5 million payout, and the bookmaker’s logo will be prominently placed on the front of the team’s jersey for the next 18 months. Following an arrangement with Racing Club, this is Betsson’s second sponsorship in Argentine football. The addition of Betsson to Boca Juniors widens the betting industry in Argentine football, with seven clubs now having sponsors in this sector.
On June 25, Betsson made its Boca Juniors sponsorship debut during a special tribute match for team legend Juan Riquelme. This collaboration is crucial for Boca Juniors because the team had been without a jersey sponsor for over a year following Qatar Airways’ last appearance on July 28, 2022. Betsson’s inclusion on the jersey complements DirecTV’s sponsorship, which includes its emblem on the back of the garment for a $2.5 million payment.
Betsson’s sponsorship of Boca Juniors expands the company’s influence in Argentina. Racing Club has previously negotiated a sponsorship agreement with the bookmaker. Furthermore, Betsson served as a regional sponsor for the Copa América 2021 and is currently the Naming Sponsor for various competitions, including the Peruvian Liga 1, the Chilean Ascenso Championship, and the Pernambucano state championship in Brazil.
Betsson and Boca Juniors’ collaboration represents a growing trend in Argentine football, with an increasing number of clubs signing betting sponsors. Other famous teams engaging in such deals, in addition to Boca Juniors and Racing Club, are River Plate with Codere, Vélez Sarsfield with bplay, and Estudiantes de La Plata with bplay. City Centre sponsors the city’s two most prominent teams, Newell’s Old Boys and Rosario Central. BetWarrior is the official sponsor of the Albiceleste, including the Argentine Cup and the National Tournament, with a contract that runs through 2026.
Betsson has three operating licenses in Argentina. As a local operator, the corporation collaborates with Casino de Victoria and possesses licenses in the province of Buenos Aires, the city of Buenos Aires, and Córdoba. Betsson began operations in Argentina in the capital city on January 6, 2022, and moved to the province of Buenos Aires on January 17. Betsson AB CEO Pontus Lindwall stated the company’s commitment to Latin America, including Argentina, as a strategically important region with tremendous development potential.