Betsson Wins Martín Fierro Award for Boca Juniors Responsible Gaming Awareness Campaign 

Betsson has received a prestigious Martín Fierro Award, one of Argentina’s most recognised honours celebrating excellence in television, radio and digital content. The accolade reflects strong industry acknowledgment of the impact and quality of Betsson’s institutional campaign promoting Responsible and Legal Gaming in Argentina. Developed in partnership with Club Atlético Boca Juniors, the initiative was recognised for its role in driving awareness around safe and regulated gaming at a time of rapid market expansion in the country.

Filmed at Boca Predio and featuring first-team players including Edinson Cavani, Miguel Merentiel and Lautaro Blanco, the campaign delivers a clear and accessible message. It reinforces that betting should remain a conscious, responsible form of entertainment, undertaken exclusively through regulated platforms. The content highlights the importance of setting limits, understanding self-care tools and maintaining healthy habits when engaging in gaming activity.

Upon receiving the award, Maximiliano Bellio, Managing Director of Betsson Argentina, stated: “Thank you to Boca and its president, Juan Román Riquelme, for opening the doors of the club and its stars to help deliver a message rooted in awareness, social responsibility and responsible gaming, a challenge our industry works to address every single day.”

He also credited the role of Betsson’s teams in Argentina and globally: “Thanks to the local team we have been able to lead the market in our country, supported by a global organisation that empowers us to think differently, create with purpose and position Betsson where it stands today.”

The full creative process was executed entirely in-house, underscoring Betsson’s commitment to leveraging local talent and developing content with strong societal relevance.

This initiative forms part of Betsson’s global Responsible Gaming and Prevention framework, which includes identity verification, deposit and time limits, self-exclusion mechanisms, behavioural monitoring and dedicated support for customers who may require assistance. Betsson also provides continuous training to all employees on responsible gaming and operates a specialist team dedicated to managing all related processes and customer interactions.

Andrea Rossi, Betsson Group’s Commercial Director for Latin America, emphasised Boca’s strategic role in strengthening the message: “We recognise that gaming is entertainment, and with it comes responsibility. Our priority is to ensure every customer enjoys a safe and secure experience.”

With this Martín Fierro Award, Betsson reinforces its long-term commitment to building a more responsible, transparent and customer-centred industry across Argentina.