Chilean Primera División club Colo Colo has entered into a partnership with Betsson Group, incorporating the international betting and gaming operator into its suite of sponsorship partners. 

Under the terms of the one-year arrangement, covering the 2022 season, Betsson’s logo will feature on the top-flight club’s shirt sleeves for both home and away games, whilst an additional term has included the possibility of renewal.

The agreement represents a major branding and marketing expansion for Betsson in the region, building on several pre-existing deals .Colo-Colo is a prominent club Chile, having won the national championship 32 names whilst also being relegated from top-flight, and also holding the status as the only Chilean club to win the Copa Libertadores.

“We are very pleased about this sponsorship,” said Edmundo Valladares, Colo-Colo President. “Colo-Colo is once again synonymous of great and good and attracting such commercial agreements. 

“This helps us in positioning ourselves as a very valuable institution, both from a sportive point of view and certainly also on the global arena which we, as leaders of football on a national level must have.”

By linking with Colo Colo, Betsson has further expanded its sports focused sponsorship strategy in Latin America, building on agreements with the CONMEBOL Copa America 2021 and Peru’s top-flight Liga 1.

The international Nasdaq Stockholm-listed gambling group has been particularly active in Chile, where it partnered with the second-division Primera B de Chile and more significantly with the Chilean national team.

As the betting partner of La Roja on a digital level – including covering its FIFA 2022 World Cup campaign – Betsson became the first sponsor from the gambling industry for the Chilean national squad under the terms of an agreement with the Federacion de Futbol de Chile (FFC) until December 2022.

Commercial Manager of Colo-Colo, Samuel Pérez, added: “We are very proud to welcome one of the most important gambling operators in the world, Betsson, to our family of sponsors. 

From a commercial perspective, Betsson strengthened its position in Latin America last year by acquiring Peruvian operator Inkabet for $25 million, bolstering its regional portfolio which also includes JDP Tech Ltd, Suaposta, and Colbet.

Andrea Rossi, Commercial Director for South America at Betsson Group, said: “In our drive of expanding in the region, we are also partnering up with local football clubs which we can support and grow. 

“Besides allowing us to further strengthen our brand awareness in the region, it also gives back to the clubs, allowing them to invest more in their players, staff and facilities making the sport we all love – football – more electrifying.”

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