Bitel, the Peruvian telecommunications company that now sponsors Universitario de Deportes, mocked Alianza Lima on social media after Universitario beat its rival 2-1 at the Matute stadium, drawing a wave of reactions online.
The official Bitel account posted comments after the final whistle that were widely read as a taunt aimed at Alianza Lima supporters. One post played on the fact that Matute is Alianza Lima's own stadium, using slang to jokingly claim the ground as Bitel's own turf following the defeat.
The posts quickly caught the attention of football fans on social media and reopened debate about the tone some brands use when engaging with Peruvian football supporters.
Bitel's shifting sponsorship
The mockery stood out because of Bitel's own history with both clubs. The company sponsored Alianza Lima during 2024 and renewed that agreement for 2025. Ahead of the 2026 season, however, Bitel struck a new deal as the official sponsor of Universitario de Deportes, marking a fresh chapter for the company within Peruvian football and adding extra edge to its social media jabs at its former partner.
Universitario de Deportes and Alianza Lima are two of Peru's most successful and popular clubs, and their meetings, known as the clasico, rank among the most closely watched fixtures in the country's Liga 1. Matute, located in Lima's La Victoria district, is Alianza Lima's home ground.
Match result and standings
The win at Matute earned Universitario three important points and put the club at the top of the Torneo Clausura standings. Alex Valera and Lisandro Alzugaray scored for Universitario, while Federico Girotti got the goal for Alianza Lima.
Universitario's next match
Universitario, coached by Hector Cuper, will play its next Torneo Clausura fixture against Deportivo Garcilaso. The match is part of matchday 10 and is scheduled for Saturday, September 19, at 6:00 p.m. at the Estadio Inca Garcilaso de la Vega.
