Betplay has extended its partnership with Colombian football’s governing body Dimayor for a further six years.

For the past three years, as a sponsor of Dimayor, the operator has held the naming rights to the body’s competitions, including the First Division (Betplay League), Second Division (Betplay Tournament), Colombia Cup (Betplay Cup), Super League, and Women’s League.

The extension sees the brand hold the second longest-lasting partnership with the governing body, which it has sponsored since 2020, only just behind cigarette company Mustang (from 1990 to 2009).

No official statement has been released, but according to the Colombian press, Betplay will pay 261bn Colombian pesos (43.5bn per year) to remain a sponsor of Dimayor. Additionally, the company would pay an advance of 15bn pesos for the renewal.

The bookmaker also sponsors further teams in the country, such as América de Cali and Independiente Santa Fe, among others, seeking greater brand visibility in one of South America’s most prominent betting markets.

Kalamba Games has extended its reach in Latin America with the signing of an agreement with BetPlay to supply its portfolio of high-quality slot titles to players in Colombia.

The partnership will see Kalamba deliver a collection of 17 games from its rich library of slot content that has been certified for the buoyant LatAm market, including hit titles Caribbean Anne, Ducks Till Dawn and some of its popular Joker series of games.

The delivery, via Pariplay’s Fusion® aggregation platform, will also see BetPlay and its customers benefit from Kalamba’s Bullseye branded player engagement toolset, which enhances play with features and promotions, including tournaments, leaderboards, jackpots and metagames.

BetPlay is Colombia’s most prominent multi-channel sports betting and casino operator and the new alliance with Kalamba offers a significant opportunity to enhance the provider’s profile in the region, as it maintains its global commercial growth trajectory.

Andrew Crosby, Chief Commercial Officer at Kalamba Games, said: “This is a key partnership for us in a fast-moving and lucrative market. BetPlay’s brand is front and centre in Colombia with its sponsoring of the country’s professional football league among other high-profile initiatives, so the deal is a huge boost to our growth plans in the country and the wider region.

Germán Segura, General Manager of Corredor Empresarial, said: “Ensuring we have the best and latest content for our players remains a focus for us in driving ourselves forward. Kalamba’s slots and promotional tools are a valuable addition to our casino offering and we’re thoroughly looking forward to working with them and building on this announcement.” 

The National Basketball Association (NBA) and BetPlay, the market-leading multi-channel sports betting operator, announced a multiyear partnership that makes BetPlay the Official Betting Partner of the NBA in Colombia.

Throughout the exclusive partnership, BetPlay and the NBA will provide unique gaming experiences, promotions, products, and content for NBA fans in Colombia across BetPlay’s retail and online offerings. BetPlay will also be featured in Colombia across the NBA’s digital and social media platforms, including presenting localized content on the NBA’s Facebook pages and offering fans across the country the option to view BetPlay’s odds on NBA.com and the NBA App. Additionally, BetPlay will serve as the presenting partner of a localized version of NBA Pick‘Em: Bracket Challenge, one of the NBA’s free-to-play prediction games.

“We couldn’t be more excited to partner with BetPlay as we continue to engage our passionate fans in Colombia and enhance the ways in which they consume the NBA. As the gaming landscape continues to grow, we look forward to working collaboratively with BetPlay to offer new opportunities for local fans to display their interest in their favorite players and teams,” said Kuljeet Sindhar, Associate Vice President, International Fantasy & Gaming, NBA.

“The NBA has an incredibly enthusiastic fanbase here in Colombia and we are thrilled to partner with the top basketball league in the world. As an official partner, we hope to build on the NBA’s ongoing commitment to generating excitement in the game of basketball in Latin America,” said Germán Segura, CEO Corredor Empresarial, BetPlay.

BetPlay will use official NBA betting data, statistics, and branding on its betting platform in Colombia. BetPlay and the NBA will also promote responsible wagering and collaborate on best-in-class practices to protect the integrity of NBA games. The partnership will build on BetPlay’s existing NBA offerings, including Highlight Games’ virtual 24/7 sports betting game “NBA Last 60” which allows fans in Colombia and around the world to experience the excitement of the league through highlights of past NBA games.