The popular Argentine football club, Boca Juniors have announced a sponsorship extension with the global sports betting operator, Betsson until the 2028 season.
With this deal, Betsson will remain the club’s main sponsor as part of the extension, and Boca’s outfits will include its logo. The yearly value of the deal exceeds £6 million.
🚨Betsson & Boca Juniors are extending our partnership until end of 2028! 💙💛 From iconic jerseys to unforgettable moments, we’re proud to continue supporting Latin America's most legendary club. 🏆⚽
— Betsson Group (@BetssonGroup) January 20, 2025
Here's to more history together! #Betsson #BocaJuniors #Partnership pic.twitter.com/1FDqNztX5B
Jesper Svensson, CEO of Betsson Operations, said, “We have always admired the 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 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 collaboration also places a strong emphasis on responsible gaming. The Boca Juniors players Edinson Cavani, Miguel Merentiel, and Lautaro Blanco were featured in an advertising campaign that the two organisations started at the end of 2024.
Cavani, Merentiel, and Blanco urged consumers to “play ethically, on a safe site, and only if they are of legal age” in a promotional statement.
Juan Román Riquelme, a previous Boca player and current President of the club, said, “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, said, “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 away from betting sponsorships. Belgium implemented a new regulation this month, and the Premier League plans to enact a similar rule next season. These regulations prevent betting companies from appearing on the front of club jerseys, but they can still sponsor additional components such as sleeves, shorts, or training kits.