The Peruvian premier league will now be known as the Liga 1 Betsson after Betsson Group moved to acquire the naming rights for the league after inking a deal with the Peruvian Football Federation (PFF). The partnership is set to increase the gaming operator’s visibility not only in Peru but also in larger Latin America.
Betsson emerged the winner in a hotly contested race to acquire the naming rights for the Peruvian Premier soccer league. This comes after the Swedish gambling operator was named as the official sports betting partner for the league in September 2020. Together with the Peruvian Football Federation (PFF), Betsson Group announced its integration into the Peruvian soccer league and will now be known as Liga 1 Betsson.
According to Betsson, the new-found partnership will increase its contribution to soccer in Peru. This is in addition to solidifying its commitment to impacting positively on the sport. The Liga 1 Betsson 2021 league will be the third time called Liga 1 and the 105th edition of the country’s premier football competition. Furthermore, it will be the first time in 20 years that the league has seen a change in name.
According to Jesper Svensson, Betsson Group CEO, the company is “aware of the tough times'' experienced in the sporting realm. This was in reference to the COVID-19 pandemic that brought sporting activities to a sudden halt and even after partial resumption is yet to bring joy to stakeholders. With that in mind, the company decided to forge a partnership with the Peruvian Football Federation in a bid to contribute toward its development. This should bring some joy not only to the 18 teams participating in the league but also to the millions of football fans in Peru.
In the partnership, Betsson’s logo will feature in all advertising material including digital platforms and visual materials. This will boost the overall image of the company in the country as well as creating awareness for the various products under the brand. This latest move by Betsson Peru is seen as Betsson’s overall strategy in getting a firm grip in the larger Latin American gambling market.
Benjamin Romero, PFF marketing and commercial manager, after partnering with Betsson Casino, argued that the partnership is key, especially for the League. He added that Betsson coming in as the main sponsor will motivate them to work even harder to add more value to the overall sports industry in the country.
With that said, sports betting is set to increase during the league’s campaign. That means responsible gambling will be top of the agenda for Betsson and PFF. Both entities are set to launch and run major campaigns to drive awareness of the issue.
On Betsson’s end, the company said it has robust systems needed to monitor player activity. This should help the company curb cases of gambling addiction. The use of big data is set to improve the upcoming Liga 1.