Kaizen Gaming’s Betano brand has agreed a partnership extension with Portuguese football giants Sporting Clube de Portugal until the end of the 2028/29 season.
The extension covers both the first team and B team of Sporting CP, with the operator maintaining prominent branding on the front of both of the teams’ shirts.
The new agreement extends a partnership that began in 2021.
Julio Iglesias, chief commercial officer at Kaizen Gaming, commented: “We are truly delighted to extend our partnership with Sporting Clube de Portugal. Over the past few years, we have built a strong relationship founded on trust and shared ambition.
“This partnership has also coincided with a remarkable period in the club’s history, as Sporting has secured back-to-back Portuguese league titles, as well as a Portuguese cup triumph.
“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.”
André Bernardo, chief strategy and operations officer at Sporting Clube de Portugal, added: “We are very pleased. This renewal is the reward for a successful investment by both parties in the excellent relationship we’ve established over the past four years.
“We began our partnership with Betano as champions, and now we renew it as back-to-back Champions. With that in mind, I believe the conditions are ideal for continued success over the next four years.”