AFA drops Betano, Mercado Libre is new Professional League sponsor
The AFA officially announced on October 31 the termination of the agreement with Betano, which since 2024 had acted as the main sponsor and “Naming Sponsor” of the Professional Football League (LPF). The decision opens a new commercial stage for the tournament, which will be renamed Liga Profesional Mercado Libre, following the announcement of the new contract signed between the association and the Argentine e-commerce company.
According to the official statement, the agreement between the AFA and Mercado Libre will be valid until December 2027, and is part of the federation’s institutional strategy to partner with prestigious brands with national reach.
“Argentine football represents the passion and unity of millions of fans; this agreement seeks to amplify that connection through a brand with a strong presence throughout the country,” both parties stated in the joint presentation.
The president of the AFA, Claudio “Chiqui” Tapia, highlighted the value of the new sponsorship and the importance of linking the championship with leading companies:
“It is a pride to announce Mercado Libre as the Naming Sponsor of the Professional League. Incorporating top-level brands has been a central objective of our management. This agreement reflects the companies’ confidence in the federal expansion project of Argentine football,” Tapia affirmed.
The partnership with Betano, which extended through 2024 and 2025, had as its main focus improving the fan experience and linking entertainment with football passion, reinforcing the brand’s presence in the Argentine market.
Despite the termination of the contract, Betano will maintain its individual sponsorship with River Plate, one of the country’s most emblematic clubs.
With the arrival of Mercado Libre, the AFA seeks to strengthen its commercial structure and enhance the visibility of the Professional League both inside and outside the national territory. The alliance with an Argentine company with regional reach also represents a strategic shift towards consolidating local partnerships with international projection, in a context where leagues seek sustainable and long-term sponsorship models.
The agreement reinforces the positioning of the AFA as one of the most active sports institutions in the development of corporate alliances in Latin America, combining the identity of Argentine football with the technological and logistical leadership of one of the region’s most recognized companies.
Tags: Argentina, Betano, Mercado Libre, Liga Profesional sponsor