Besson has agreed a deal to become the main shirt sponsor of Argentina’s leading football team, Club Atlético Boca Juniors.
The deal, which runs until the end of 2024, will see Besson branding appear on the front of the shirts of Boca Juniors players.
The deal covers the top men’s and women’s teams in domestic and international matches.
The team will wear the new uniform for the first time in the official game on June 29th. But the club’s veteran Juan Román Riquelme’s commemorative match last week also featured the brand’s logo on the shirts of the players.
In addition to kit sponsorship, the deal also includes Besson working with the club on various social initiatives in the community.
Expanding presence in Latin America
“Boca are without a doubt the most respected team in South American football,” said Jesper Svensson, chief executive of the Besson Group. “This is the home of legendary players like Diego Maradona, who, along with other outstanding players, have made Boca a globally iconic team.
“By sponsoring Boca, we are partnering with one of Latin America’s most renowned sports brands, which strengthens our rapid and consistent expansion in the region.”
Besson Chief Commercial Officer Ronnie Hartwig added: “This partnership will be an important milestone for Besson at the regional level, as it will accelerate our brand exposure across Latin America and beyond.
“We are thrilled to be partnering with a cross-border club with millions of supporters and fans around the world.”
The deal marks Besson’s latest commercial partnership in the Latin American region.
In January, the operator signed a partnership with the Chilean National Professional Football Association (ANFP). Besson is now the official naming sponsor of the Chilean First Division football league, renamed Campeonato Besson.
The partnership also includes collaborative efforts to promote responsible gaming and maintain fair play within the league. This builds on the existing relationship with ANFP, where the brand sponsors Asenso II.
Also in May, Besson extended a commercial partnership with Peruvian football’s top division, Liga 1.
Under the four-year deal, Besson will remain the league’s title sponsor and the division’s corporate identity will continue as Liga 1 Besson.
The operator initially acquired the title sponsorship of Liga 1 for 2021. The brand partnered with the league and the Peruvian Football Federation for the first time in 2020.
