Betsson Group has signed a one-year sponsorship agreement with Chilean football club Colo Colo.

The Swedish gaming operator will back the team, based in Chile’s capital Santiago, as it competes in the South American country’s top-tier Primera División.

Betsson’s logo will feature on the team’s shirt sleeves for both home and away games during the 2022 season, with the possibility of renewal.

Colo Colo holds the distinction of having won Chile’s Primera División more than any other football club — 32 times in total — and is the only team to have never been relegated.

Betsson remarked on this, saying its sponsorship of the club represents another step in the company’s “international brand strategy of partnering with local and international reputable sport competitions.”

Samuel Pérez, Colo Colo’s Commercial Manager, said: “We are very proud to welcome one of the most important gambling operators in the world, Betsson, to our family of sponsors.

“We consider this agreement a milestone and the beginning of a new stage for the club. Associating with a company with more than 55 years of international experience will undoubtedly help us to improve Colo Colo’s positioning at a regional and global level.”

This deal is another notch on Betsson’s belt when it comes to LatAm partnerships. The company’s Commercial Director for South America, Andrea Rossi, commented: “In our drive of expanding in the region, we are also partnering up with local football clubs which we can support and grow.

“Besides allowing us to further strengthen our brand awareness in the region, it also gives back to the clubs, allowing them to invest more in their players, staff and facilities making the sport we all love — football — more electrifying.”