Betano and Sporting CP Strengthen Partnership with Sponsorship Extension Through 2028/29

This new four-year agreement reinforces Betano’s commitment to Portuguese football and continues a collaboration that began in 2021, coinciding with Sporting’s resurgence as one of Portugal’s top clubs.

The renewed contract ensures that Betano will remain the principal front-of-shirt sponsor for both Sporting’s senior team and their reserve squad, which competes in the Portuguese second division. The extension comes after a period of significant success for Sporting CP, highlighted by consecutive league titles and a Portuguese Cup victory, achievements that have boosted the profile and reputation of both the club and its sponsors.

André Bernardo, Sporting’s Chief Strategy and Operations Officer, expressed satisfaction with the deal, noting the positive relationship built over the past four years. “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,” Bernardo said. “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.”

From Betano’s side, Julio Iglesias, COO at Kaizen Gaming, echoed this sentiment, emphasizing the trust and shared ambitions that have marked the partnership. “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,” Iglesias said. “This partnership has also coincided with a remarkable period in the club’s history, as Sporting has secured back-to-back Portuguese championship 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.”

Beyond the continuation of shirt sponsorship, the agreement includes several fan engagement initiatives and joint promotional activities. These programs aim to deepen the connection between Betano and Sporting’s passionate fan base, leveraging both the club’s recent success and Betano’s innovative platform to enhance supporter experiences. These initiatives are expected to run throughout the four-year extension, aligning with Betano’s broader strategy to grow its footprint in European football.

This move is part of a larger effort by Betano to establish itself as a key player in football sponsorships across Europe. Recently, Betano also signed a three-year deal with German giants FC Bayern Munich, running through the 2027/28 season. Additionally, Betano has partnered with the Portuguese Football Federation as the title sponsor of the Supertaça Cândido de Oliveira, Portugal’s annual football super cup.

By renewing and expanding their collaboration, Sporting CP and Betano demonstrate a shared vision for long-term success, combining sporting excellence with innovative brand engagement to capture the attention and loyalty of football fans across Portugal and beyond. The extended partnership is poised to be a cornerstone of both entities’ future growth and achievements on and off the pitch.