The transaction is a component of Betsson's strategy to increase brand recognition in the Latin America market. For the next 2023–2024 season, Racing Club de Avellaneda and Betsson have a partnership in football. For both international and local matches, the back of the men's and women's team shirts will bear the Betsson logo. The announcement came soon after Betsson was hit with a $2.7 million punishment by the Finnish Police Board for running advertisements there.