Kaizen Gaming's Betano brand has signed a new main sponsorship renewal agreement with the Portuguese sports club (Sporting Lisbon), extending the cooperation until the end of the 2028/29 season, further consolidating its influence in the Portuguese football field.
This renewal, lasting four years, covers Sporting Lisbon's first team and the reserve team participating in the Portuguese second division league, with the Betano brand logo continuing to occupy the main front position on both teams' jerseys. This cooperation began in 2021, when the club won the Portuguese championship for the first time in nearly 20 years, and since then, the two sides have jointly won the Portuguese Cup and more honors.
André Bernardo, Chief Strategy and Operations Officer of Sporting Lisbon, said: "We are delighted to continue this successful partnership. Four years ago, we bonded during the championship period, and now we renew as defending champions, laying a solid foundation for continued success over the next four years."
Julio Iglesias, Chief Operating Officer of Kaizen Gaming, added: "Over the past few years, we have established a close relationship with the club based on trust and common goals. The renewal not only reflects the effectiveness and confidence of the cooperation between the two parties but also coincides with the club's glorious period—winning the Portuguese championship for two consecutive years and winning the Portuguese Cup."
Iglesias also revealed that the extended agreement will include more fan interaction projects and joint promotion activities, aimed at deepening the emotional bond with fans and spanning the entire four-year cooperation period.
This renewal is an important part of Betano's strategy to expand in the European football market, especially focusing on strengthening its layout in Portugal. The brand has recently partnered with the Portuguese Football Federation, becoming the title sponsor of the Supertaça Cândido de Oliveira. Meanwhile, Betano is also expanding its footprint with other European powerhouses, including a three-year sponsorship agreement signed with Bayern Munich, lasting until the 2027/28 season.
