Argentina: Mercado Libre (e-commerce) succeeds Betano (sports betting) as Primera División title sponsor

Argentinian e-commerce group Mercado Libre has become the title sponsor of Argentina's top flight, announced the Asociación del Fútbol Argentino (AFA) on 31/10/2025. The competition will take the name Torneo Mercado Libre for two seasons (2026 and 2027).

As part of the agreement, in addition to its naming rights, Mercado Libre will offer its users "unique experiences, tickets for Torneo Mercado Libre matches, raffles, exclusive prizes, and other special benefits," according to the AFA.

The Argentinian company succeeds Betano, a sports betting operator belonging to the Greek group Kaizen Gaming, which has been title sponsor of the Argentinian league since 2024 (two seasons). In South America, Betano remains the title sponsor of the "Brasileirão Betano" (men's 1^st division) by virtue of an agreement with the Confederação Brasileira de Futebol (CBF) made official on 13/04/2024.

This announcement comes after the Lower House of the Argentine Parliament passed (by 139 votes for and 39 votes against) a bill aimed at banning advertising and sponsorship by online gambling operators in November…