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Betsson Acquires Naming Rights To Peru Top Division Pro Soccer

James Murphy
by in Soccer on
  • Betsson Peru has acquired naming rights to the country’s top tier of professional soccer.
  • The top pro league in Peru will now be called ‘Liga 1 Betsson’.
  • The deal was made in conjunction with the Peruvian Football Federation (PDF).

A wise and wealthy man once told me ‘everything is negotiable’. That’s become more and more apparent as sports betting infiltrates the mainstream not only here in the United States but worldwide. In the US, we’ve seen Sinclair Broadcasting rebranding their regional sports stations in conjunction with Bally Corporation but in Peru they’ve taken it one step further.

The top level of Peruvian professional soccer will now be ‘branded’ after the local division of Swedish sports betting giant Betsson acquired naming rights for Liga 1. Betsson reached the deal with the Peruvian Football Federation (FPF) and the result is that the highest level competition will now exist under the name ‘Liga 1 Betsson’:

The subtext of the branding deal is clear–Betsson wants to expand their brand awareness and like most other sports organizations in the world Peruvian soccer needs revenues in the wake of the COVID-19 pandemic. The press release announcing the deal (which clearly was written in Swedish and translated to English) makes it clear that the deal was done to secure the financial solvency of the sport in Peru:

Liga 1 Betsson 2021, which will be the 105th edition of the First Division of Peru and the third under the name of Liga 1, is about to start, and with it the news of the name change after more than 20 years. In a complex context due to the pandemic, support for this much-loved sport has been key to ensure the participation of the 18 professional teams that compete in the championship, bringing joy and fun to millions of fans in the country.

Jesper Svensson, CEO of Betsson Group, made it sound more like his company was making a charitable contribution and not entering into a promotional deal:

“This alliance with the Peruvian Football Federation is a historic step for Betsson Peru. Being part of the first division of professional football is an achievement that fills us with pride, and it also implies a responsibility that we happily shoulder. We are aware of the tough times that sport is going through all around the world, and for this reason, through this sponsorship, we are contributing towards the development of Peruvian football this year.”

Benjamín Romero, Marketing and Commercial Manager of the FPF, spoke of adding value to the national sports industry with Betsson’s help:

“It is very important for the League that a brand as relevant as Betsson joins us as the main sponsor and that the Peruvian tournament changes the name to Liga 1 Betsson this season. This encourages us to continue the work and add value to the growth of the national sports industry.”

The press release concludes with a paragraph that somehow conflates the development of Peruvian football with responsible gaming initiatives:

This is a significant step by Betsson Peru as it does not only mean a name change in the emblematic national championship. It also consolidates Betsson Peru’s commitment to the development of Peruvian football, promoting as its central axis the #JuegoResponsable campaign – an initiative that promotes responsible gaming on all levels, offering its customers tools that allow them to enjoy the game without exceeding their limits.

This type of relationship is nothing new for Betsson. Although the league didn’t rebrand they’ve been a naming sponsor of the Swedish Hockey League for several years now along with heavyweights like Coca-Cola and Swedish brewing giant Norrlands Guld. Also upcoming for Betsson in 2020 is a launch of their Betsafe brand in Colorado–their first US presence.

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