Peru’s Liga 1 football championship is set to undertake its first name change in more than 20 years as Betsson Peru, becomes forms a strategic alliance with the Peruvian Football Federation (FPF), confirmed this week.
The partnership will see Liga 1 Peru’s top division of professional football renamed as the ‘Liga 1 Betsson‘, as the European online gambling group becomes the title sponsor of Peruvian football with a focus on contributing to the development of Peruvian sports based on values associated with sports entertainment and responsible gaming.
Jesper Svensson, CEO of Betsson Group, commented: “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.”
Liga 1 Betsson 2021, which will be the 105th edition of the First Division of Peru and the third under the name of Liga 1, is about to start. With this new agreement in place, the graphic representations of the Peruvian championship will feature Betsson’s logo, both in the visual materials, on the digital platforms, as well as in the corporate identity of the Liga 1 Betsson tournament.
Benjamín Romero, Marketing and Commercial Manager of the FPF, added: “It is very important for the League that a brand as relevant as Betsson joins us as the main sponsor and that the Peruvian tournament changes the name to Liga 1 Betsson this season. This encourages us to continue the work and add value to the growth of the national sports industry.”
In its statement, Betsson Peru described the step as significant, and more than merely a name change for the national championship. “It also consolidates Betsson Peru’s commitment to the development of Peruvian football, promoting as its central axis the #JuegoResponsable campaign – an initiative that promotes responsible gaming on all levels, offering its customers tools that allow them to enjoy the game without exceeding their limits,” it said.