Argentina: Betano (betting) title sponsor of the first division (Torneo Betano) from 2024

Betano, a sports betting operator owned by the Greek group Kaizen Gaming, has become the title sponsor of the Argentinian first division football championship from 2024, announced the Asociación del Fútbol Argentino (AFA) on 08/05/2024. The competition will be known as the "Torneo Betano".

The naming rights also extend to the Copa de la Liga Professional, which will be known as the "Copa Betano". As part of the agreement, the two partners will "implement marketing and communication plans with actions on the pitch and offer Argentine fans various rewards (money can't buy experiences, match tickets, shirts)," according to the Argentine Football Association.

Betano is thus continuing its football sponsorship strategy in Latin America, after becoming title sponsor of the "Brasileirão Betano" (Brazilian men's top flight) with the Confederação Brasileira de Futebol (CBF) on 13/04/2024, for a sum greater than the BRL50m (€9m) paid annually by the previous naming rights holder, the Brazilian supermarket chain Assaí Atacadista (2018-2023).

In Europe, Betano became the main shirt sponsor of…