Betsson, the iGaming giant and sponsor of soccer team River Plate, has defended the need for gambling marketing in Argentina. [Image: Shutterstock.com]

Bill proposes sweeping changes

Argentina’s Chamber of Deputies’ recent passing of a federal bill aimed at banning online gambling advertisements and welcome bonuses signals potentially major changes for licensed iGaming brands operating in the South American country. 

Stockholm, Sweden-based iGaming giant Betsson is one of them, and it has not welcomed the news. 

ban gambling ads across all media platforms

The Bill now under review in the Argentina Senate would ban gambling ads across all media platforms, public spaces, and prohibit any form of gambling sponsorships of sports teams and leagues. 

Betsson launched in Argentina in 2021 and in 2023 broke the country’s record for sports betting partnerships after inking a deal with soccer franchise Boca Juniors FC.

In a statement this week, Betsson said regulated online betting “significantly” economically benefits soccer teams, other stakeholders, and Argentine society via tax revenue

The iGaming firm cautioned against the bill, saying “marketing should be allowed within clearly defined regulatory limits.”

Deals in jeopardy

Given Betsson’s $7.5m sports betting sponsorship deal with Boca Juniors, the bill heading to the Senate has the potential to hit the firm’s investment in Argentina hard. 

In addition, the bill will ban gambling operators from using testimonials from famous soccer stars and other celebrity types to market their brands.

The new bill, which supporting House members want passed before Argentina’s mid-term legislative elections in 2025 bring expected personnel changes to the House, would also ban firms from offering welcome bonuses.

Betsson acknowledged the need to regulate advertising and other aspects of the Argentine iGaming market, but stressed its point that regulated marketing should remain.

properly managed marketing plays a vital role”

“Properly managed marketing plays a vital role in ensuring that operators in the regulated market can inform players and distinguish themselves from unlicensed competitors, further protecting players and upholding the integrity of the industry.”

Betting brands sweat it

SBC News, however, cited Betsson as stating that its stakeholders are concerned the bill reached the Senate “without prior consultation with licensed operators, sports organisations, or media owners.”

The Swedish brand isn’t the only betting firm in jeopardy of losing out on its investment in soccer. Spanish sportsbook Codere has a front-of-shirt sponsorship deal with River Plate reported to be worth $3.5m a year. In May, Greece-based Kaizen Gaming subsidiary Betano inked a deal with the Argentine Football Association (AFA) to be the title sponsor for the Argentine soccer premier league next year and rename the Liga Profesional de Fútbol to Torneo Betano, and the Copa de la Liga Profesional to Copa Betano.

If the bill passes the Senate, the old names may need to stay the same.