Betting company Betano has decided to stay put at Sporting CP for another four years. The deal takes their sponsorship right through to 2029, which means plenty more seasons with their logo plastered across the famous green and white stripes.
Sporting announced the extension this week, and it covers both their main squad and the B team that plays in Portugal’s second tier. For Betano’s parent company, Kaizen Gaming, this represents another vote of confidence in Portuguese football.
They first jumped on board with Sporting back in 2021, right when the club broke their long title drought. The timing worked out perfectly then, and both sides reckon it still makes sense now. These days, punters have loads of options when it comes to placing bets, including platforms that work differently across various markets, such as non GamStop betting sites in the UK that bypass conventional regulatory restrictions (source: https://casinobeats.com/uk/betting-sites/non-gamstop-betting-sites/).
André Bernardo from Sporting’s top brass said they started this partnership as champions, and they’re renewing it as back-to-back champions. He reckons that sets things up nicely for what comes next. The club clearly likes having Betano around, and why wouldn’t they? Sponsorship money talks, especially when you’re trying to keep up with the big boys in European football.
Julio Iglesias, who handles commercial stuff at Kaizen Gaming, talked about building trust over the years. He pointed out that Sporting has had quite the run lately: two league titles in a row plus a Portuguese Cup win. That’s the kind of success that makes sponsors happy to stick around. Iglesias also mentioned their commitment to what he calls responsible gambling, which probably sounds good in boardroom meetings.
Kaizen Gaming has been busy expanding everywhere. Last year alone, they moved into five new countries, including Mexico, Argentina, the UK, Denmark, and Colombia. That brings their total to 18 markets, which isn’t bad going for a company that started in Greece. They’ve got their fingers in plenty of football pies these days, sponsoring everything from UEFA competitions to clubs across different continents.
Portugal represents a key market for the company’s football strategy. They hold sponsorship agreements with Benfica and Porto alongside Sporting, giving them partnerships with all three major Portuguese clubs. Their recent appointment as title sponsor of Portugal’s Super Cup means their brand appears prominently during the nation’s most significant domestic football occasions.
Kaizen Gaming wants to reach 26 countries by 2026. They employ more than 2,700 people worldwide. The Sporting deal shows they prefer working with winning clubs for years rather than jumping between different teams for quick publicity.
Sporting beat Casa Pia 2-0 in their first match this season. Betano’s money will help the club try to win more trophies over the next four years. Betano gets its name from the shirts of one of Portugal’s best football teams.
