January 29 – Swedish sportsbook Betsson has further strengthened its presence in Argentine football, renewing a front-of-shirt sponsorship deal with Racing Club.
The online bookmaker first partnered with the club in May 2023, when its logo appeared on the upper back of the team’s kit for domestic and international matches. The new deal will see its branding displayed front-and-centre of Racing’s kit, which made its debut during their match against Barracas Central on January 24.
The new deal will run for the next two years, with an option to extend for a further two.
It further cements Betsson’s aggressive expansion strategy in Argentina, coming just days after Boca Juniors signed a similar agreement that will keep the bookmaker as its main sponsor until the 2028 season. Boca’s deal, valued at over £6 million annually, is one of the most lucrative sponsorships in South American football.
Shares in Betsson AB (STO:BETS-B) responded positively, trading 0.68% higher at SEK 145.72 per share in Stockholm on Monday morning. With two of Argentina’s biggest clubs now under its banner, Betsson’s foothold in the country’s betting business is strengthening.
“Racing Club’s rich history, passion, and excellence mirror Betsson’s core values, making this collaboration a natural fit. Together, we are ready to continue achieving great success and strengthening our shared vision for the future,” said Betsson CEO Jesper Svensson.
Maximiliano Bellio, Argentina country manager for Betsson, commented: “Our collaboration with Racing Club over the past years has been truly exceptional, built on a shared passion for the sport and its fans. This strengthened partnership represents our commitment to not only support the team but also to deepen the connection between Racing Club and its passionate fanbase.
“Together, we look forward to creating unforgettable experiences that celebrate the club’s rich history and exciting future.”
Contact the writer of this story, Harry Ewing, at moc.l1740362546labto1740362546ofdlr1740362546owedi1740362546sni@g1740362546niwe.1740362546yrrah1740362546