Strengthening presence in Latin America

Betano named title sponsor of Argentina’s top football tournament Liga Profesional

Reading time 1:19 min

Global gaming platform Betano has been announced as the new title sponsor and exclusive betting partner of Argentina’s top football league, following a partnership between Betano's parent company Kaizen Gaming and the Argentina Football Association (AFA).

Starting from the current season, the top division in Argentina will be known as Torneo Betano. Additionally, the cup competition Copa de la Liga Profesional will be renamed Copa Betano from the next season onwards. This sponsorship marks Betano's latest move to strengthen its presence in Latin America.

“The Liga Profesional de Fútbol is, without a doubt, one of the most important and popular sports competitions in Argentina,” said AFA President Claudio Tapia. “This agreement with Betano strengthens our vision and confirms, once again, the massive reach of Argentine football.”

Julio Iglesias, Kaizen’s Chief Commercial Officer, said: “Our new partnership with the AFA reinforces our growing dedication to the Argentinian football community, offering its passionate fans unrivalled entertainment through safe and responsible gaming experiences.”

Betano's expansion into Argentina is part of a broader strategy to grow its global footprint through sporting sponsorships. In April, Betano became the title sponsor of the Brasileiro Série A, the premier football division in Brazil, marking the largest naming rights contract in the league's history. Betano also sponsors Brazil's second-tier Série B, the Copa do Brasil, and the Supercopa Feminina.

Recently, Betano expanded its presence in Europe, launching operations in the UK through a partnership between Kaizen and BV Group. “As we expand our footprint globally, we’re excited to unveil the Betano brand in the UK alongside BV Group,” said Iglesias.

Betano has secured sponsorship deals with other major football tournaments and clubs. The operator will sponsor the upcoming Euro 2024 and Copa America 2024 tournaments and was previously the first betting company to partner with FIFA for the 2022 World Cup in Qatar. 

Betano will also be the principal partner of Premier League club Aston Villa, becoming the club’s front-of-shirt sponsor from the next season under a two-year deal.

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