SBC News Voice of the Sports Betting Industry
Betclic has announced its biggest marketing commitment to the Portuguese market, becoming the ‘official title sponsor’ of Liga Portugal.
Commencing this season and continuing through to 2027, Portugal’s top-flight football league will be named Liga Portugal Betclic. It will be featured across all branding rights, including IP, digital communications, marketing, and content generation opportunities.
The partnership, brokered by the international sports agency IMG, sees Betclic replacing Entain Plc’s Bwin sportsbook as the principal partner of Liga Portugal.
“It is a privilege for Liga Portugal to associate with a market-leading brand such as Betclic. This partnership unequivocally demonstrates the high level of professional football in Portugal,” said Pedro Proença, President of Liga Portugal.
“Brands like Betclic share our vision and, above all, our ambition for the growth of professional Portuguese football,” Proença added. “We are proud that our top league will be called ‘Liga Portugal Betclic’ this season.”
Betclic outlined its commitment to supporting the various CSR projects of the Liga Portugal Foundation and its dedication to promoting safer gambling among Portuguese audiences.
Ricardo Domingues, Head of International Markets at Betclic, said, “It is with great pride, and mainly with the sense of responsibility that being market leaders demands of us, that Betclic assumes its sponsorship of Liga Portugal – the main championship in the country, thus reaffirming our commitment to supporting football and national sport.”
“We believe that the combination of the potential of both parties, aligned with a common desire to develop the competition and reinforce our values, are factors that bring us closer together with the purpose of continuing to serve people, fans, athletes, clubs, organisations and sports agents – always for an increasingly better sport”
