Sweden-based bookmaker Betsson has secured another boost to its Latin American visibility via a partnership with Colombian football club Atletico Nacional.
The three-year agreement will see the operator become the first new front-of-shirt sponsor of the Medellín-based Categoría Primera A club in 23 years. Betsson’s logo will feature on the front of the men’s and women’s team jerseys from 2024 onwards.
Colombia is one of the most prominent and well established betting markets in Latin America, often cited as having one of the best regulatory frameworks in the region. The agreement with 33-time league champions gives the firm significant visibility in the country.
An Atletico Nacional statement read: “We welcome Betsson with open arms. A company with a global presence and expansion projects in Latin America that aligns with our goal to be a reference in international football. Together, we are sure that we will conquer great titles.”
Latin America has become a focal point for the global betting industry in recent years, particularly with regulatory developments in Brazil; the country’s President recently signed off on legislation to launch a national betting market, set to be one of the world’s largest.
As with other bookmakers, Betsson has been shoring up its Latin American visibility via sponsorship and marketing activities, partnering with the likes of Argentina’s Boca Juniors and Racing de Avellaneda football teams.
This builds on extensive sponsorship in established European betting markets, such as in Greece, where the company has signed deals with the Greek Cup, the Super League 2 and WRC Rally Acropolis.
Jesper Svensson, CEO of Betsson Operations, said: “We are honoured to be the main sponsor of the legendary Rey de Copas (King of Cups), the biggest and most successful team in the history of Colombian football.
“This partnership, occurring as Betsson just celebrated its 60th anniversary, further solidifies our position as a leading supporter of Latin American sports. Recognising the immense passion stirred by Nacional, we are committed to providing fans with unforgettable moments, offering them a football experience like never before.”