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.

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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.

Wazdan, the innovative games provider, has agreed a content partnership with Colombia’s leading operator, BetPlay.

BetPlay is one of the most popular operators in Colombia offering its customers a selection of the best casino games, live casino, sports betting, virtual sports, and bingo.

The agreement will see Wazdan’s entire portfolio of games certified for the Colombian market launched via Pariplay’s Fusion aggregation platform, allowing BetPlay and its audiences to access top-performing games like 9 Lions and Power of Gods and 9 Coins and Cash Infinity.

In addition to Wazdan’s leading titles, BetPlay customers will also be able to enjoy provider’s Customization Suite, including the impressive Volatility Levels feature.

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The deal is a crucial step for Wazdan as it continues to enact its expansion plans in Colombia and throughout Latin America.

Andrzej Hyla, Chief Commercial Officer at Wazdan, said: “This is one of the most important deals we’ve landed so far this year, having dedicated considerable resources towards the Colombian market, as well as to our collaboration with BetPlay.

“We’re so thrilled to be going live with a market leader of their stature, and we hope that the deal allows us to nurture our presence in the region.”

Camilo Andres Camacho Marin at BetPlay, said: “We’re delighted to have the opportunity to deliver some of the best games on the market to our customers to keep them satisfied and engaged.

“Wazdan’s games always bring something new to the mix, and with a selection of customisation tools available in each of its titles, our players are guaranteed to enjoy the experiences on offer.”

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