Betsson strengthens LatAm visibility via Colo Colo deal

Betsson Group has signed a one-year sponsorship agreement with Chilean football club Colo Colo, in a strengthening of its marketing and brand visibility in Latin America. 

The global sponsorship will cover the 2022 season, and will see operator’s logo featured on the Chilean Primera División club’s shirt sleeves for both home and away games, whilst an additional term has included the possibility of renewal.

By linking with Colo Colo, Betsson has further expanded its sports focused sponsorship strategy in Latin America, building on agreements with the CONMEBOL Copa America 2021 and Peru’s top-flight Liga 1.

Andrea Rossi, Commercial Director for South America at Betsson Group, said: “In our drive of expanding in the region, we are also partnering up with local football clubs which we can support and grow. 

“Besides allowing us to further strengthen our brand awareness in the region, it also gives back to the clubs, allowing them to invest more in their players, staff and facilities making the sport we all love – football – more electrifying.”

The international Nasdaq Stockholm-listed gambling group has been particularly active in Chile, where it partnered with the second-division Primera B de Chile and more significantly with the Chilean national team.

As the betting partner of La Roja on a digital level – including covering its 2022 FIFA World Cup campaign – Betsson became the first sponsor from the gambling industry for the Chilean national squad under the terms of an agreement with the Federacion de Futbol de Chile (FFC) until December this year.

“We are very pleased about this sponsorship,” added Edmundo Valladares, Colo Colo President. “Colo Colo is once again synonymous of great and good and attracting such commercial agreements. 

“This helps us in positioning ourselves as a very valuable institution, both from a sportive point of view and certainly also on the global arena which we, as leaders of football on a national level must have.”

From a commercial perspective, Betsson strengthened its position in Latin America last year by acquiring Peruvian operator Inkabet for $25 million, bolstering its regional portfolio which also includes JDP Tech Ltd, Suaposta, and Colbet.

Commercial Manager of Colo Colo, Samuel Pérez, remarked: “We are very proud to welcome one of the most important gambling operators in the world, Betsson, to our family of sponsors. 

“We consider this agreement as a milestone and the beginning of a new stage for the club. Associating with a company with 55+ years of international experience will undoubtedly help us to improve Colo Colo’s positioning at a regional and global level.”

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