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

The 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.

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.

It should be noted that a month after the sponsorship announcement between Betsson and Racing, the bookmaker confirmed another major sponsorship with Argentinian side Boca Juniors until 2024. The brand appeared for the first time during the Vice President Juan Roman Riquelme’s farewell match on June 25; a special game that featured world champions such as Lionel Messi, Ángel Di María, Leandro Paredes and coach Lionel Scaloni.

A First For Betsson

Since its creation in 1903, Racing Club has celebrated 17 national championships, 12 national tournaments and seven international ones, such as Copa Libertadores, Copa Intercontinental, Supercopa, Sudamericana and Interamericana. Recently, Racing was crowned in the Argentinian province of San Luis for the Trofeo de Campeones 2022, while a few months later it celebrated a win in Abu Dhabi for the SuperCopa Internacional 2023.

“Without a doubt, the good sports results and the excellent management of the club’s President Victor Blanco in the last ten years have been key for brand positioning and for developing international and long-term agreements,” explained Roby Martínez Álvarez, Marketing, Communication and Institutional Relations Manager of Racing Club.

After a crisis-marked start of the century - which matched the chaotic political and economic situation in Argentina - Racing Club is now administratively and financially organised.

“Since then, the club is now used to being a main character in all the tournaments it participates in. We’ve participated uninterruptedly for ten years in international tournaments,” he said.

Currently, the goal is to defend and promote this position, and one of the ways to achieve that is through sponsorship agreements with brands that emphasise sports excellence, such as Betsson, which “shares values such as passion and commitment to fair play” with the team.

Betsson and Racing Club highlighted the “extensive benefits” of the agreement, such as the added value for both brands and the local and international exposure.

“When it comes to business, the joint actions will make the agreement even more beneficial for both sides. We’ll activate and grant experiences to members and fans of the institution that use the betting platform,” said the club representative.

Rossi also highlighted that Betsson’s actions will aim to bring the fans even closer to the team. Among the proposals, in key matches, they will add the “improved odds’’, in which Racing’s victory will offer bigger profits, and a “risk-free bet” that allows bettors to obtain the amount wagered in their accounts if Racing loses.

“These are two types of dynamics that change depending on the match,” he said.

Rossi added: “Fans from La Academia who are over 18 will be able to participate for game tickets for home games, some of which will have VIP experiences and even access to boxes. We want to bring people to the heart of the action. We constantly have activations in our social networks to give away official signed footballs and jerseys.”

United By Fair Play

For Racing, it’s important to be connected to the betting world, which has just started to settle in some Argentinian provinces in the last couple of years. The club believes that the main point is to highlight fair play, just like in sports, and to raise awareness, support regulations that promote clear regulatory frameworks and responsible gaming.

Martínez Álvarez explained that Racing prioritises getting involved with bookmakers that have data technology systems to warn about problematic behaviour, both among platform users and athletes.

“It’s critical that these agreements go hand-in-hand with training on fair play and potential problematic behaviour. Betting platforms need to have a purpose to entertain on a fair play basis, in a regulated market and in a controlled environment,” he emphasised.

Taking into account fair play, Betsson’s Commercial Director stressed that the online gaming industry is currently one of the biggest financing sources of South American sports. Therefore, it’s essential that clubs join operators that demonstrate responsibility and commitment to protecting players.

“The investments made by the sector have been crucial to leverage the teams and improve the technical levels of all the competitions in the region, mainly in football,” explained Rossi.

Echoing Rossi’s thoughts, Martínez Álvarez said that in the sports scene in Argentina, where the clubs are non-profit Civil Associations, this type of agreement is essential to finance “activities and sports that are not profitable and that serve social purpose. The agreement with Betsson helps us cover our obligations and continue to provide sports activities that promote the physical, social and emotional development of people. These strategic alliances allow a synergy between the sports and business worlds, generating benefits for both the club and its partners or sponsors,” he detailed.

Both brands will work on this, not only by themselves but also in tandem with the Argentinian regulators, in order to defend sports values, spontaneity and Racing Club’s fans’ passion.