Betano boosts Portuguese branding via FC Porto deal

Betano has signed an agreement with FC Porto, becoming the club’s betting partner and gaining front-of-shirt sponsorship of its handball team.

The deal is the second major betting partnership signed between the Kaizen Gaming-owned sports betting brand, following on from its agreement with FC Porto’s Lisbon-based rivals Benfica and Sporting CP as well as SC Braga, Marítimo and Os Belenenses.

“We are thrilled to announce our partnership with FC Porto, an historical club in Europe, with numerous trophies, both domestic and Europeans,” said Panos Konstantopoulos, CMO of Kaizen Gaming.

“We are looking forward to start working with this great club, and, just like we do with all of our partners, to plan a number of social initiatives. This sponsorship agreement shows, once again, the importance of the Portuguese market to Kaizen Gaming.”

Portugal has been a key target of Betano’s branding and marketing activities this year, having aimed to secure the naming rights to the country’s top-flight Primera Liga, which would see it replace former sponsor NOS.

However, although the operator has been able to secure agreements with the six aforementioned clubs, it lost out on the title sponsorship to the league to Entain’s bwin brand despite agreeing four-year terms worth €5.5 million per season, prompting a legal challenge against the Professional Football Federation (FPF).

Although encountering this hurdle in Portugal, Kaizen is still well established in the country, and has gained exposure for both its Betano and Stoixman brands elsewhere through arrangements with Brazil’s Fluminense and Atlético Mineiro, Greece’s Olympiacos and PAOK Salónica in Greece, Romania’s Univ. Craiova and Cyprus’ Apoel, Omonia, Apollon Limassol and Pafos FC.

Commenting on his club’s deal with Betano, Rui Lousa, Director of Porto Comercial, stated: “This is an extremely important deal for us, as we are always looking at associating ourselves to strong partners, especially in a matter as important as this one.

“It was an easy agreement, as both parties were eager to close the deal. We are very pleased to have Betano as Betting Sponsor and our wish is that this will be a good partnership for everyone.”

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