Date: 17.05.2024

by Adam Dworak

Betano Extends Sponsorship of SL Benfica

Betano, the sports betting brand owned by Kaizen Gaming, has solidified its partnership with Sport Lisboa e Benfica, extending their sponsorship for an additional three years.

Initially marking its presence on the sleeve of the Liga Portugal team’s official kit in the 2021/22 season, Betano will continue as the official betting sponsor until the 2026/27 season.

Strengthening a Successful Partnership

Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, expressed his enthusiasm about the extended collaboration, calling it an “exciting new chapter together.”

“From working closely with ‘The Eagles’ over the past years, we’ve witnessed first-hand the club’s unwavering dedication to excellence both on and off the field, which is matched only by the support and enthusiasm of its fans,” Iglesias said.

“By renewing our support for Benfica we reaffirm our ongoing commitment to Portugal, the country’s football fans and its prestigious sporting institutions as well as the offer of premium, entertaining and safe betting experiences.”

The partnership not only includes the prominent display of the Betano logo on the official shirts of SL Benfica but also extends to the B team and the Under-23 team playing in the Liga Revelação.

Joint Features and Activations

Beyond the branding on kits, the sponsorship deal encompasses a range of joint features and activations aimed at enhancing fan engagement and creating innovative experiences for supporters. These initiatives are designed to leverage the strengths of both brands, offering fans more ways to interact with their favorite team.

A Commitment to Global Football

Bernardo Faria Carvalho, Director of International Expansion at SL Benfica, highlighted the importance of this ongoing partnership. “We are very excited to renew our partnership with Betano, a leading sports betting brand, which continues to show a strong commitment to football on a global level,” Carvalho said.

“This agreement not only reinforces our successful collaboration, but also allows us to offer innovative experiences to our fans. The presence of Betano on the sleeve of our shirt symbolises the importance of this partnership and is vital for our international growth and to consolidate our global presence.”