Gaming group Betsson has announced that they've extended their sponsorship agreement with Liga 1, Peru's top tier of football.
The agreement will continue for an additional four years, keeping Betsson in place as the title sponsor for the league, which will continue to be known as "Liga 1 Betsson". The company will be privy to marketing rights, including having their logo appear on league broadcasts and digital pages. Betsson will also continue to be able to market Liga 1 events to their customers.
Betsson began working officially with the league in 2021, and they've had a working relationship with the Peruvian Football Federation since 2020. Betsson has been working hard to expand into the Latin American gaming market, as the region increasingly sees its online participation grow. For the company, Latin America served as its largest market in terms of revenues during the last financial reporting period.
Betsson has also announced plans to expand into Colombia, working in tandem with Gaming Innovation Group.
Commenting on the deal, Betsson Commercial Director Ronni Hartvig said, "This reaffirms our dedication as a company to support national soccer talent and to continue contributing to the development of local football. Additionally, being the proud name sponsor of Liga1 gives Betsson the opportunity to highlight our passion for the sport and our commitment to fair play, values we share with the FPF."
Peruvian Football Federation Competitions Director Hector Lara also commented, adding: "Better sponsorships allow us to continue optimising the economic value of the first division of professional football, investing in sports infrastructure, preparation of minors and expands the scope and visibility of Liga 1."