Betsson secured its second major sponsorship deal in Latin America last week, partnering with the National Professional Football Association (ANFP). Under the agreement, the bookmaker acquired the naming rights of the first division of the Chilean football league, with the competition to be renamed ‘Campeonato Betsson’.

The partnership will also include collaborative efforts to promote responsible gaming and uphold fair play in the league.

Betsson said the deal builds on its existing relationship with the ANFP, having previously sponsored Ascenso’s second division. The operator also worked with Colo-Colo, which competes in the Championship, while it was the official betting partner of the Chilean national team.

“Through this latest agreement, we are firmly reinforcing our commitment to supporting the development of football in Chile,” said Betsson Commercial Director Ronni Hartvig, who continued: “It is clear that the benefits of this agreement are mutual, as this partnership allows for the tournament to evolve further, while allowing our brand to strengthen its preeminent position in the region.”

ANFP President Pablo Milad added: “We are pleased to sign this partnership with Betsson and we are confident that the agreement will serve to enhance the promotion and development of Chilean football and our tournament.”

“We look forward to the 2023 competition, set to kick off this Friday, which we are confident will be a highly engaging and captivating experience for fans as a result of clubs’ efforts to be top contenders for the title.” .

The deal comes after Betsson also extended its commercial partnership with Liga 1 – Peru’s top football division. The sponsorship was renewed for a further four years, with the bookmaker remaining as title sponsor of the competition and the division’s corporate identity to continue as ‘Liga 1 Betsson’.