Kaizen Gaming’s flagship brand, Betano, has officially signed a four-year extension of its main sponsorship agreement with Portuguese football champions Sporting Clube de Portugal.
The renewed deal will see the successful partnership continue through the conclusion of the 2028/29 campaign, prolonging a relationship that has coincided with one of the most successful periods in the club’s recent history.
The original agreement, which began in 2021, saw Sporting capture its first league title in nearly two decades, and the club has since added another championship and a domestic cup trophy.
Under the terms of the extended contract, Betano’s branding will maintain its prominent position on the front of the match jerseys for both Sporting’s senior squad and its reserve team, which competes in Portugal’s second division.
The partnership also includes a range of new fan engagement initiatives and joint promotional activities designed to deepen the connection between the operator and the club’s passionate fanbase over the next four years.
Both organizations have hailed the renewal as a testament to the strength and mutual success of their collaboration.
André Bernardo, Sporting’s Chief Strategy and Operations Officer, stated:
This renewal is the reward for a successful investment by both parties in the excellent relationship we’ve established. We began our partnership with Betano as Champions and now we renew it as back-to-back Champions.
These sentiments were echoed by Julio Iglesias, COO at Kaizen Gaming, who commented,
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.
This agreement is a cornerstone of Betano’s broader strategy to amplify its presence across European football.
The operator recently became the title sponsor of the Portuguese Super Cup, the Supertaça Cândido de Oliveira, and has also secured a major three-year sponsorship with German powerhouse FC Bayern.
The renewed commitment to Sporting CP solidifies Betano’s position as a dominant force in Portuguese football sponsorship and a key partner to one of the nation’s most decorated clubs.
