Betsson’s partnership with Boca Juniors will come into effect this week with the betting firm’s branding set to appear on the front of the new team shirt.
The club’s blue and gold kit, inspired by the Swedish flag according to a statement on the operator’s website, will appear this weekend in a game against Newell’s Old Boys. The kit launch will commemorate Boca’s 119th anniversary.
Maximiliano Bellio, Executive Director of Betsson in Argentina, said: “We hope that this new uniform motivates you to live every minute of play with intensity, because, when we talk about where we see, not only does it make us feel at home, but it also increases the paixão that we enjoy through the magic of football and the experiences that we ‘We can only live like Boca’.”
Based in the Buenos Aires neighbourhood of La Boca, Boca Juniors are one of the most widely followed and successful football clubs in Argentina and is known internationally for its fierce rivalry with River Plate.
Argentina is one of Latin America’s most well-established betting markets and with the regional betting sector growing year-on-year, securing visibility in sports will be valuable for Betsson’s strategy.
The company is active in sports marketing and sponsorship throughout all of its markets, not just in Latin America. Sponsorships in place include the Greek Cup and Colombian club Atletico Nacional, among others.
In an official video celebrating the deal, Jesper Svensson, CEO of Betsson Group, explained the reasoning behind the Swedish-inspired branding on Boca’s kit.
He added: “We are very proud of our Swedish heritage and our partnership with Boca Juniors for the blue and gold cores and our mutual love for football.
“As sponsors, we are encouraged to awaken the peace between the fans and the players with a new shirt, which reminds us of our history and our values.”
