Betsson, the leading global sports betting and online casino operator, and Racing Club de Avellaneda are proud to announce that, just months away from celebrating the second anniversary of their partnership, Betsson will become the team’s main sponsor starting from the next tournament. This agreement comes at a significant moment, as Racing Club was recently crowned champions of the Copa Sudamericana.

The collaboration between Betsson and Racing began in May 2023, with Betsson initially sponsoring the upper back of the First Division team’s jerseys for all domestic and international matches. With this enhanced agreement, Betsson’s logo will now appear on the front of Racing Club’s iconic shirts. The new kits for La Academia will be unveiled today, Friday, 24 January, during the first-round match of the First Division tournament against Barracas Central.

Jesper Svensson, CEO of Betsson Group, stated, “We are thrilled to take our partnership with Racing Club to the next level as their main sponsor. Racing Club’s rich history, passion, and excellence mirror Betsson’s core values, making this collaboration a natural fit. Together, we are ready to continue achieving great success and strengthening our shared vision for the future.”

Racing Club President Diego Milito expressed his happiness with the agreement, emphasising his hope that the partnership will continue for many years, further elevating Racing Club’s legacy and delighting its passionate fans. The forward legend Milito, also played for Inter (2009–2014) – a team with Betsson Sport as their main jersey partner – was a key player for the club, securing six major titles, including the 2009/10 Champions League win.

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The agreement is set for two years, with an option to renew for an additional two years. Betsson has also committed to enhancing fan engagement by creating exclusive experiences for Racing Club members and supporters across Latin America, including events, raffles, and other activities that bring the Club closer to its community and followers.

Maximiliano Bellio, Betsson’s Country Manager for Argentina, highlighted the value of this collaboration and said, “Our collaboration with Racing Club over the past years has been truly exceptional, built on a shared passion for the sport and its fans. This strengthened partnership represents our commitment to not only support the team but also to deepen the connection between Racing Club and its passionate fanbase. Together, we look forward to creating unforgettable experiences that celebrate the club’s rich history and exciting future.”

On social media, Betsson is using the hashtag #VamosParaAdelante (Let’s Move Forward) to celebrate this new chapter, marked by the prominent placement of the logo on the jersey and the shared goal of achieving continued success.

Betsson, the leading global betting operator, proudly announces the addition of legendary former Colombian goalkeeper René Higuita as its new brand ambassador. Higuita, renowned worldwide for his iconic “scorpion kick” save against England in 1995, will further strengthen Betsson’s presence in Latin America.

Andrea Rossi, Betsson’s Commercial Director for Latin America, commented: “We are proud to collaborate with a football legend like René Higuita, who embodies our passion for football and entertainment. This partnership reinforces our commitment to the Colombian market and strengthens our leading position in Latin America.”

Higuita, an idol in Colombia and considered to be one of the greatest goalkeepers in South American football history, said “This alliance began as a bold idea and has now become a reality. I’m proud to join Betsson to make a difference and bring the passion of football closer to the fans.”

Throughout his career, Higuita has been celebrated for his unique blend of professionalism and showmanship. He played a pivotal role in Colombia’s return to the World Cup in the 1990s after a 28-year absence. His accolades include two Colombian league titles (1991 and 1994), a Copa Libertadores (1989), and two Inter-American Cups (1990 and 1997), all with Atlético Nacional. Notably, his performance in the 1995 Copa Libertadores semi-finals has been described as “the most spectacular performance by a goalkeeper in the competition’s history ” by the book Unusual Copa Libertadores Stories.

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In addition to being one of the best goalkeepers, Higuita is recognised as one of the best goalkeepers-attackers in the world, having scored 43 official goals, placing him fifth worldwide. In 2004, IFFHS ranked him as the eighth best South American goalkeeper of the 20th century, while El País named him the third best player in America in 1989 and 1990. His particular style of play even led FIFA to introduce the so-called “Higuita Law” in 1990, defining the role of the attacking goalkeeper.

Betsson has recently made significant strides in the region, becoming the sponsor of three of Latin America’s most renowned clubs: Boca Juniors and Racing Club in Argentina, and Atlético Nacional in Colombia. Additionally, Betsson Sport has sponsored the Italian Serie A champions and last year’s Champions League finalists, Inter Milan.

As affiliates grapple with the challenge of higher player acquisition costs and the subsequent need to build player loyalty, SBC Summit North America will serve as the ideal platform to acquire insights into content creation strategies, brand building and the power of big data, all of which can help affiliates solidify their standing in the market.

Scheduled to take place on Wednesday, May 8, 2024, the ‘Affiliate & Marketing’ track promises engaging discussions encompassing mergers and acquisitions in the affiliate space, gamification, the rise in popularity of online influencers, artificial intelligence (AI) and customer relationship management (CRM) strategies to foster player loyalty, among other topics.

Kicking off the conference track is the panel titled ‘Affiliate Leaders Panel: Building Brands Through Content and Customization’, which will feature Andrew Garven (Head of Marketing, Covers), Rome Smith (Head of Marketing – North America, Betsson), Marcos Oliveira (Chief Operating Officer, Clever Advertising) alongside panel moderator Michael Daly (Former Chief Executive Officer, Catena Media). The panel will delve into how leading affiliates harness branding and compelling content to build unique and recognizable affiliate brands, optimize acquisition rates and strike successful operator partnerships.

The ‘Big Data at the Center: How Affiliates & Operators Can Make Sense of Their Customers Across Multiple Channels’ panel will delve into the strategic use of big data in understanding customer behavior. Experts Gil Bushkin???? (Senior Director of Interactive Marketing, betPARX), Zachary Sold (Vice-President of Marketing, Caesars), Elizabeth Lodge (Chief Marketing Officer, Winible) and panel moderator James Fox (Industry Manager, Google) will discuss big data’s role in identifying common trends in player acquisition and retention as well as profiling customer archetypes that aid in enhancing player engagement and meet operator partner expectations.

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The panel ‘It’s an Influencer’s World: Charting the Success of Ambassadors, Streamers and Other Social Media Stars’ will examine the growing influence of alternative affiliate channels such as influencers, streamers and sports ambassadors. Industry luminaries Kelly Koffler (Influencer/YouTube Content Creator, Slot500Club and Beyond Blackjack), Josh Duffy (SM Influencer /YouTube Creator, Slotaholic), Jon Della Terza (Social Media Influencer/Content Creator, NJ Slot Guy), Josh Margolis (Vice-President of Marketing, Prize Picks), Grant Flannery (Head of Marketing, Rivalry) and panel moderator Lazar Miucin (Chief Executive Officer and co-founder, iGaming Advisor) will delve into the distinctive acquisition strategies and content approaches employed by influencers and examine how they can effectively collaborate with operators. Additionally, the panel will discuss adaptation strategies for traditional affiliates to capture the interest of the next generation of players.

The session panel titled ‘Affiliate Diversification: Success Strategies for the Slower Years’ will delve into innovative approaches affiliates can employ to reach new audiences. Affiliate and marketing experts Noam Klivitsky (Vice-President of US Marketing, 888 Holdings), Shmulik Segal (Chief Executive Officer, MediaTroopers) and Max Bichsel (Vice-President, Gambling.com Group) will explore such strategies while emphasizing the significance of strategic media partnerships in ensuring a strong market presence.

Attendees will also have the opportunity to expand their knowledge of the North American market through dedicated conference tracks covering leadership, sports betting, iGaming, industry and growth, compliance and regulation and payments and technology.

Additionally, the conference will include a dedicated tribal symposium, as well as two pre-day conferences; the Capital Market Forum (entry requires a separate ticket) and the Player Protection Symposium.

Purchase your ‘early bird’ ticket at the discounted price of $795 and gain access to all three days of SBC Summit North America (including the Player Protection Symposium) including the exhibition, the conference and exclusive networking parties. Additionally, operators and affiliates can apply for a free pass to the event.

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