Sporting has renewed its sponsorship contract with Betano for four more seasons, with the bookmaker sponsoring the two-time Portuguese champions’ jerseys until the end of the 2028-2029 season.
Betano has sponsored the Lions since 2021, when it replaced the Portuguese telecommunications brand NOS, whose deal was valued at €7.5 million per season.
Kaizen Gaming’s sports betting and online casino brand will be Sporting’s premium sponsor. The agreement covers both the A and B teams, which compete in the Portuguese second division, with Betano remaining on the official jerseys of both teams.
“Renewal is the reward for both parties”
“We are very pleased. The renewal is the reward for a successful bet for both parties on the excellent relationship that has been shared over these four years,” said Sporting director André Bernardo.
“We began a partnership with Betano with Sporting Campeão, and we’re renewing with Sporting Bicampeão, so I think we have everything in our favor for the next four years,” he added.
Sporting generated nearly €17 million in revenue from sponsorships and advertising last season, including revenue from Betano and the technical sponsorship agreement with Nike.
“Notable period in Sporting’s history”
Betano’s side emphasizes that “the partnership also coincided with a notable period in the club’s history, as Sporting CP won two consecutive national championship titles, as well as a victory in the Portuguese Cup.”
Julio Iglesias, Chief Commercial Officer of Kaizen Gaming, stated that “the renewal reflects the trust and mutual success of this partnership and reinforces our commitment to sports in Portugal, to fans, and to offering a safe, innovative, and responsible betting experience.”