The culture of football in Colombia and the importance of sports sponsorships in Grupo PayRetailers


In Colombia, as in the entire Latin American region, football is lived as a passion and is part of the nucleus that unites all the cultures of the continent. For this reason, at the Grupo PayRetailers we are committed to the growth of emerging local markets in the region, promoting financial inclusion through our sports sponsorships.

Colombia, its football and local payment methods

Football in Colombia is the most popular sport in the entire country. In large part, this is due to the great media coverage that exists at a national level, as well as the popularity of its main teams – with participation in local and international tournaments that achieved titles such as the Copa Libertadores and Sudamericana – and the appearances of talented football players who took the Colombian national team to six World Cups, causing the sport to position itself more and more in the homes of all Colombians.

In the same way, payment methods reach more and more people and businesses in Colombia, promoting financial inclusion throughout the region, since consumers have the opportunity to access various products and services in a convenient way: from adding credit to mobile phone, to buying a product abroad and it arrives at your doorstep.

Taking into account this technological evolution oriented towards digital payments, the Grupo PayRetailers plays a very important role in the Colombian market, since it allows global companies from various business verticals to quickly and flexibly integrate the most strategic local payment methods, with the localized support of native experts residing in the country.

Pago Digital reinforces its position through sports sponsorships

Given that football is experienced in Colombia as a passion for crowds, the company Pago Digital – recently acquired by the Grupo PayRetailers – decided to become the first payment gateway to officially sponsor the BetPlay DIMAYOR League I – 2022, a strategic alliance from which the Colombian firm continues to increase brand visibility throughout the entire territory.

The finals of DIMAYOR were played on June 26, crowning Atlético Nacional as champion of the most important football championship in Colombia. The teams met in a final defined by 2 matches, one first leg and one return leg, where Atlético Nacional obtained the highest number of points.

This 2022, Pago Digital began its sports sponsorship with BetPlay DIMAYOR League, through which it continues to greatly enhance its brand value, obtaining more and more presence at the national level in the Colombian region.

Throughout this first part of the championship, the payment gateway had large assets, such as “the player of the date” and “the 11 of the date”, which promoted the positioning of the company’s brand in this new incursion into the main sport in Colombia.

This same year, Pago Digital became part of the Grupo PayRetailers. Headquartered in Barcelona, Spain, the corporate group specializing in emerging markets in Latin America has offices and local experts in 7 Latin American countries, and representative sponsorships throughout the region, such as the South American CONMEBOL and the American Rugby Superleague (SLAR): competitions that cover all the markets where the group operates.

From its sports sponsorship with DIMAYOR, Pago Digital continues to strengthen its impact at the local level, through an alliance that, without a doubt, represents the beginning of a great long-term strategic project.