Betano and Sporting CP extend main sponsorship through 2028/29
The agreement will continue for four more seasons, reinforcing its footprint in Portuguese football.
Key Points:
– The four-year extension covers both Sporting’s senior and reserve teams, with Betano maintaining front-of-shirt branding
– The renewal follows back-to-back league titles and a Portuguese Cup win
– The deal is part of Betano’s broader European football strategy
Kaizen Gaming’s Betano brand has secured a four-year extension of its main sponsorship deal with Sporting Clube de Portugal, maintaining the partnership until the conclusion of the 2028/29 campaign.
The agreement prolongs a relationship that began in 2021 when the Lisbon-based club captured its first league title in nearly two decades.
The renewed contract encompasses both Sporting’s senior squad and reserve team competing in Portugal’s second division. Betano’s branding will remain prominently displayed on the front of both teams’ match jerseys throughout the extended partnership period.
André Bernardo, Sporting’s Chief Strategy and Operations Officer, stated: “We are very pleased. This renewal is the reward for a successful investment by both parties in the excellent relationship we’ve established over the past four years.
“We began our partnership with Betano as Champions and now we renew it as back-to-back Champions. With that in mind, I believe the conditions are ideal for continued success over the next four years.”
Julio Iglesias, CCO at Kaizen Gaming, commented: “We are truly delighted to extend our partnership with Sporting Clube de Portugal. Over the past few years, we have built a strong relationship founded on trust and shared ambition. This partnership has also coincided with a remarkable period in the club’s history, as Sporting has secured back-to-back Portuguese championship titles, as well as a Portuguese cup triumph.
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“This renewal reflects the mutual success and confidence that defines our collaboration, and reinforces our commitment to Portuguese sport, its fans and to delivering a safe, innovative and responsible betting experience.”
The extended agreement includes a range of fan engagement initiatives and joint promotional activities aimed at deepening the connection between the gaming operator and Sporting’s fan base. They will take place throughout the four-year extension period.
This new agreement forms part of Betano’s broader strategy to strengthen its presence in European football, particularly in Portugal. As part of this effort, the company has recently partnered with the Portuguese Football Federation to become the title sponsor of the Supertaça Cândido de Oliveira.
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