Betsson Group nets naming rights to Peruvian Liga 1

Betsson has secured naming rights to the top division of Peruvian football as it seeks to strengthen its brand image in Latam. The league, which is comprised of 18 teams, will now be called Liga 1 Betsson after the branding rights switched hands for the first time in more than 20 years. As part of the agreement with the Peruvian Football Federation (FPF), the Peruvian championship will now feature Betsson’s logo, both in visual materials and on digital platforms. Betsson Group CEO Jesper Svensson said the partnership demonstrates the operator’s commitment to the development of football in the South American country. He said: “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,” he added. Betsson’s Rest of World revenue increased by 164% to €21.3m in Q4 with Peru described as a “distinguished example of growth” by the Stockholm-listed operator.