Betsson AB has secured its biggest marketing commitment for the Argentine market, becoming the principal shirt sponsor of Boca Juniors.

Betsson had agreed to definitive terms to become Chief Sponsor of Boca, whose matchday shirt has been sponsor-less since July 2022. Betsson will pay $7.5m to place its brand on the front of Boca Junior’s matchday kit for the next 18 months.

​​Betsson has chosen not to 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”.

On Sunday night, Betsson was revealed as the new shirt sponsor to Boca fans, during the “Para Toda La Vida” farewell testimonial match of club icon Juan Román Riquelme – played at the La Bombonera Stadium, with Lionel Messi in attendance.

In attendance at the match was Betsson Group CEO Jesper Svensson, who commented: “This is a historic match that will remain engraved in the hearts of all Boca Juniors fans and soccer lovers.”

“The sport and soccer in particular are in Betsson’s DNA; That’s why not we could be left out of such a significant and important for the club with the most titles and most popular in the Argentina.”

The sponsorship sees Betsson expand its presence in the AFA Primera Division, in which the sportsbook has formally served as sponsor of Racing Club.


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