Betano will be the new sponsor of the top football league in Argentina after Kaizen Gaming and the Argentina Football Association (AFA) announced a partnership.
The top division in Argentina will now be known as Torneo Betano commencing from the opening of the season this past weekend. Meanwhile, the cup competition Copa de la Liga Profesional will be renamed Copa Betano from next season onwards.
Betano will also be the league’s exclusive betting partner following its launch in Argentina earlier this year.
AFA president Claudio Tapia is excited for the potential of the new deal.
“The Liga Profesional de Fútbol is, without a doubt, one of the most important and popular sports competitions in Argentina,” Tapia said. “This agreement with Betano strengthens our vision and confirms, once again, the massive reach of Argentine football.”
Kaizen’s chief commercial officer, Julio Iglesias, added: “Our new partnership with the AFA reinforces our growing dedication to the Argentinian football community, offering its passionate fans unrivalled entertainment through safe and responsible gaming experiences.”
Betano’s new deal in Argentina comes amid a strategy of sporting sponsorships, both in LatAm and across the world.
In April, Betano was announced as the title sponsor of the Brasileiro Série A, the top football division in Brazil. The naming rights contract is the biggest in the history of the league. Betano already sponsors the second-tier Série B, as well as the Copa do Brasil and the Supercopa Feminina.
Betano further boosted its global presence when it went live in the UK earlier this month thanks to a deal between Kaizen and BV Group. Iglesias stated: “As we expand our footprint globally, we’re excited to unveil the Betano brand in the UK alongside BVGroup.”
Last month, Betano was also announced as the principal partner of Premier League side Aston Villa. Betano will be the club’s new front-of-shirt sponsor from next season, with a two-year deal currently in place.
Betano will also be the sponsor of the upcoming Euro 2024 and Copa America 2024 tournaments. The operator previously sponsored the 2022 World Cup in Qatar, becoming the first ever betting company to partner with Fifa.
