Argentine football club Boca Juniors has extended its partnership with Swedish sportsbook Betsson Group until the 2028 season.
As part of the renewal, Betsson will continue to be the club’s main sponsor, with its branding displayed on the front of Boca’s kits. The deal is valued at over £6m annually.
Jesper Svensson, CEO of Betsson Operations, discussed the significance of the partnership, highlighting how the initial agreement signed in June 2023 played a pivotal role in Betsson’s expansion within the Latin American market.
“We have always admired the history and legacy of Boca Juniors, and we are truly honoured to continue supporting this extraordinary club,” he said.
“As a company with Swedish roots, we feel a deep connection through our shared history and passion. This partnership not only strengthens our presence in the region but also helps us connect with a global audience.”
The partnership also emphasises responsible gaming. At the end of 2024, the two organisations launched an advertising campaign featuring Boca Juniors players Edinson Cavani, Miguel Merentiel, and Lautaro Blanco.
In a promotional announcement, Cavani, Merentiel and Blanco called on users to “play responsibly, on a safe site, and only if they are of legal age”.
Commenting on the renewal, Juan Román Riquelme, a previous Boca player and current President of the club, added: “We are very happy. We have been lucky enough to start this partnership with Betsson on 25 June 2023 together, and today thanks to Betsson’s trust and the great work being done, we were able to renew until December 2028.
“For me, it is a great happiness and I greatly appreciate the trust. Hopefully, the future finds us celebrating together.”
Maximiliano Bellio, Betsson Country Manager for Argentina, stated: “From the beginning, Boca’s leadership, especially with Juan Román Riquelme, has shown great professionalism in working with us.
“This renewal reinforces our commitment to Latin American football and reflects our continued success in the region. With more than 60 years of experience, Betsson brings security and a track record, and we are dedicated to promoting responsible gaming while improving the entertainment experience for fans of legal age.”
In Europe, football is moving to distance itself from betting sponsorships. Belgium introduced a new regulation this month, and the Premier League is set to implement a similar rule next season.
These regulations prohibit betting brands from being featured on the front of club kits, though they can still sponsor other areas, such as sleeves, shorts or training kits.