Betsson extends Boca Juniors front-of-shirt deal through to 2028
Swedish firm commits to Argentinian side for a further three years after initial 18-month deal came to its conclusion
Betsson has extended its front-of-shirt sponsorship deal with Argentinian giants Boca Juniors through to December 2028.
The Swedish operator first partnered with the Buenos Aires club in June 2023, in a deal that came to its close at the end of 2024.
Now, the pair have put pen to paper to sign a new agreement which will see the Betsson brand retain its space on the front of the team’s shirt.
As part of the previous deal, Betsson tapped Boca players Edinson Cavani, Miguel Merentiel and Lautaro Blanco to feature in a responsible gambling ad aimed at driving customers to the legal market.
Betsson has been ramping up its sponsorship portfolio in Latam over the past 12 months.
In January 2024, the Stockholm-listed firm agreed a deal to become the principal partner for Colombian football club Atlético Nacional.
The operator also sponsors Argentinian outfit Racing Club and penned sponsorship deals for Peruvian marathon events and Argentinian padel last year.
Jesper Svensson, Betsson Group CEO, said: “We have always admired the rich history and legacy of Boca Juniors, and we are truly honoured to continue supporting this extraordinary club.
“As a company with Swedish roots, we feel a deep connection through both shared history and passion. This partnership not only strengthens our presence in the region but also helps us engage with a global audience.”
Juan Román Riquelme, Boca Juniors president and former player, said: “We are delighted. We were lucky enough to start this partnership with Betsson on 25 June 2023, and today, thanks to Betsson’s trust and the great work that is being done, we can renew it until the end of 2028.
“For me, this brings great happiness, and I am very grateful for the trust. I hope the future finds us celebrating together.”
The 2025 Argentine Primera División season starts this week, with Boca Juniors facing Argentinos Juniors on 26 January at La Bombonera.