Betano has become the title sponsor of the Romanian Cup, the Eastern European country’s flagship football competition.

The Romanian Cup Betano, as it will now be known, is the result of a strategic partnership between the Romanian Football Federation (FRF) and Betano, a Kaizen Gaming brand.

This deal will last for the next three seasons and represents Betano’s latest foray into both European and international football sponsorship. In February, Betano became the official partner of Bulgarian top-flight football club Lokomotiv Sofia, and before that, was named the main partner of South American side Club Universidad de Chile.

Julio Iglesias Hernando, Kaizen Gaming’s Chief Commercial Officer, commented on Betano’s sponsorship of the Romanian Cup, or Cupa Romaniei in the country’s native tongue.

He remarked: “Our partnership with this historic football association marks a milestone for Kaizen Gaming and for our brand Betano.

“We have been supporting Romanian sports since the start of our operations in the country, six years ago this month.

“Cupa Romaniei Betano consolidates our commitment to the country’s sporting community and football in particular, the sport we all love.”

Betano’s sponsorship of the Romanian Cup coincides with the introduction of a “more dynamic and inclusive tournament format” that allows for a larger number of matches.

“The oldest football competition in Romania receives the support of Betano the same year it is being reinvented,” remarked Razvan Burleanu, President of the FRF.

“By implementing a new, modern, competitive format, one that is much more attractive and more dynamic, we expect to improve the level of play and strengthen the clubs’ relationships with their supporters.”