Argentina: Betsson becomes new main sponsor of Boca Juniors' jersey

Club Atlético Boca Juniors, one of the most popular soccer teams in Argentina, reached a sponsorship agreement with the Swedish bookmaker Betsson. The operator will pay a sum of $7.5 million to place its brand on the front of the "xeneize" shirt for 18 months.

Betsson debuted with Boca Juniors on a special occasion, as it launched in the tribute match for team legend Juan Riquelme, on June 25. The club has gone almost a year without sponsorship on its jersey, after Qatar Airways made its last appearance with Boca on July 28 last year. The sports betting operator joins DirecTV as Boca's sponsor, which has its logo on the back of the shirt in exchange for $2.5 million.

This is the second sponsorship that Betsson has signed in Argentine soccer, following an agreement reached with Racing Club. In addition, at the regional level, the company was a sponsor of the Copa América 2021 and is the Naming Sponsor of the Peruvian Liga 1, the Chilean Ascenso Championship, and the Pernambucano state tournament in Brazil.

With the arrival of Betsson to Boca, Argentine soccer sets a trend that now accounts for seven clubs with sponsors in the betting segment: in addition to Boca and Racing Club with the aforementioned Betsson, River Plate has an agreement with Codere, while bplay has agreements with both Vélez Sarsfield and Estudiantes de La Plata.

On the other hand, the most important teams of the city of Rosario, Newell's Old Boys and Rosario Central, are sponsored by City Center. At the national team level, BetWarrior is the official sponsor of the Albiceleste, with a contract until 2026, which also includes the Argentine Cup and the National Tournament.

Pontus Lindwall, Betsson AB's CEO 

Regarding Betsson's presence in Argentina, the company has three licenses to operate in the country, in partnership with Casino de Victoria as a local operator; in the province of Buenos Aires, in the City of Buenos Aires, and in Córdoba.

The company started its Argentine operations on January 6, 2022, in the Argentine capital, adding days later, on January 17, the operation in the province of Buenos Aires. "Latin America is a strategically important region where we are performing well, and we have great ambitions for the future in Argentina," said Pontus Lindwall, CEO of Betsson AB, at the time.