The Argentinian Football Association (AFA) has unveiled a major sponsorship deal with Kaizen Gaming.

Through a tie-up announced today, Kaizen’s Betano brand becomes the title partner and exclusive betting partner of the top-tier Argentinian men’s soccer league. That competition – now known as the Torneo Betano – began its 2024 season over the weekend.

The deal also includes the Copa de la Liga Professional, now set to be known as the Copa Betano.

The agreement has been announced following the news in recent months that Betano will sponsor both the Copa America and UEFA Euro 2024 national tournaments in mid-2024. In addition, the gaming brand is also now the title sponsor of the top men's soccer league in Brazil.

Overall, Betano is now making a serious soccer sponsorship push in South America.

Claudio Tapia, the AFA’s president, said: “This agreement with Betano strengthens our vision and confirms, once again, the massive reach of Argentine football. We thank Betano for the trust in our ability to create valuable experiences and we commit to carry out an ambitious brand plan with professionalism.”

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Betano will also be the principal commercial partner next season (2024-25) of English Premier League soccer side Aston Villa, it was revealed in late April.

The Torneo Betano 2024 began on May 12, with the 28-team league set to finish on December 15.