Betsson extends Peruvian league naming rights deal

January 19 – Betting sponsorship of football in the barely regulated markets of South America is continuing to expand with Betsson announcing it is extending its partnership with the Peruvian Football Federation (FPF) for four years.

Betsson holds the naming rights to Peru’s top flight league in a deal that began in 2020.

Ronni Hartvig, Betsson’s Chief Commercial Officer, said: “This reaffirms our dedication as a company towards the development of national football talents and contributes to the growth of local football. Additionally, by being the proud naming sponsor of the Liga 1, we are able to emphasise our passion for sports and our commitment to football fan engagement – values that Betsson shares with the FPF.

Positioned as a sponsorship that promotes the development and growth of the professional game in the country, Betsson’s logo will feature at club grounds and on digital materials, as well as in the corporate identity of the Liga 1 Betsson 2023 championship.

“Better sponsorships allow us to continue optimising the economic value of the first division of professional soccer, invest in sports infrastructure, in the development of young players, and expand the reach and visibility of Liga 1,” said FPF Director of Competitions, Héctor Lara.

No value was given for the deal.

“As the FPF, we are committed to elevating Peruvian soccer to its rightful place, and we are dedicated to this goal. We are constantly working to achieve this,” said Lara.

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