Colombian football’s top division (Dimayor) has signed up online gambling platform BetPlay as title sponsor in a four-year deal.
The league, formerly known as Categoría Primera A, will be known as Liga BetPlay Dimayor. In addition, the brand acquires the naming rights to three other Colombian domestic tournaments, which will now be called the Betplay Dimayor Cup, BetPlay Dimayor tournament and BetPLay Super League Dimayor.
The agreement builds on BetPlay’s previous presence in Colombian football. In January 2019, it became an official sponsor of the Colombian Football Federation and its national teams.
The BetPlay sports betting and online slot games brand is owned by Colombia-based gambling operator Corredor Empresarial SA, which also owns the Super Astro daily instant-win games brand, and Megagoal and Liga 14 football pools game brands.
In September 2017, Corredor Empresarial became the second operator to be granted a newly-sanctioned online gambling licence by the Colombian gambling regulatory body Colijuegos. Its initial promotional campaign was fronted by former Colombia national football team captain Mario Yepes, and Melissa Martinez, a popular football host on the Colombian sports network RCN Deportes. The launch promotion offered players the chance to win trips to watch the Colombian team play at the 2018 World Cup in Russia.
The 2020 edition of Liga BetPlay Dimayor kicked off on January 23 with a match between Tolima Sports and Independent Medellin. In 2019, its format was changed to include 20 teams. The current holders are América de Cali.