Argentinian first division club San Lorenzo de Almagro is in advanced negotiations to appoint Casino Buenos Aires Online as its new main shirt sponsor, according to sources familiar with the discussions.
The agreement, which could be finalized in the coming days, would represent the online casino operator’s first partnership with a football club in Argentina.
The talks follow the expiration of San Lorenzo’s commercial arrangement with brokerage firm IEB+, leaving the club’s main front-of-shirt sponsorship position vacant ahead of the Apertura tournament.
Club executives have reportedly engaged with several prospective partners in recent weeks, including companies operating within the regulated betting and online gaming sector.
If completed, the deal would provide San Lorenzo with a new primary revenue stream at a time when financial predictability remains a central concern for the board. Like many Argentinian clubs, San Lorenzo has increasingly relied on commercial agreements to mitigate revenue volatility linked to broadcast income and matchday performance.
For Casino Buenos Aires Online, the partnership would signal a strategic entry into Argentinian football sponsorship. Gambling operators have steadily expanded their footprint across Liga Profesional clubs in recent seasons, positioning football as a high-visibility marketing channel within the country’s regulated online gaming environment.
The sponsor’s logo is expected to debut alongside the club’s new kit. The original launch was scheduled for the home fixture against Independiente, which was suspended following a strike organized by the Argentinian Football Association (AFA).
The jersey, potentially featuring the casino branding, is now anticipated to appear in the upcoming home match against Defensa y Justicia at Estadio Pedro Bidegain.
Financial terms have not been disclosed.
Other operators already sponsor Argentinian clubs, such as Betsson with Boca Juniors
