LATIN AMERICA
SBC LEADERS ISSUE 27
Betsson paints
ARGENTINA EFFORTS in white and blue
Partnerships between clubs and betting brands, and the financial support they bring, are crucial for the future of sport in Argentina, according to Betsson’s ANDREA ROSSI and Racing Club’s ROBY MARTÍNEZ ÁLVAREZ. Words by LUCÍA GANDO
T
he Cilindro de Avellaneda is a sacred temple in Buenos Aires, where some of the most fervent football fans gather to show their passion. Racing Club shares those characteristics that distinguish the Argentinian public, from sports to music and politics. This is why its unique brand has attracted the interest of one of the most successful international betting companies in recent years - Betsson Group. The club generates a feeling of belonging among its fans, a community driven by unconditional support that transcends victories and defeats. At Racing Club, people live, dream and breathe football, and from the stands all hearts beat in unison to support the team. Parallel to this unbridled passion, there is a new chapter in the history of the club. Betsson, a brand that shares the same passion for sports, decided to have its own page in Racing’s history, becoming an ally and leaving a light blue and white footprint in Argentina.
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SBC Leaders talked with representatives of both organisations to find out further details about the first sponsorship agreement with a football team that Betsson signed in the country since obtaining, at the beginning of 2022, authorisation to operate sports betting in the City and Province of Buenos Aires and in Cordoba. “We believe that sponsoring a club as important as Racing will boost our expansion in the country, both for the visibility that it will bring to our brand and because of how we will convert those fans into customers,” said Andrea Rossi, Commercial Director for Betsson in LatAm and Spain. As he explained, choosing Racing as the first partner is based on the “centennial tradition of the club”, sustained by a large number of achievements and its loyal fanbase. La Academia has around 3.5 million fans in Argentina, in addition to 90,000 members. “That level of excellence and the team’s potential is what motivated us to support them,” Rossi explained.