SBC News Voice of the Sports Betting Industry
Kaizen Gaming has activated a transformative partnership for Betano in South America, as its sportsbook becomes the new principal sponsor of Club Atlético River Plate.
Dealmakers confirmed that Betano, the international sportsbook of Kaizen Gaming, has replaced Codere Online as the new principal sponsor of River Plate, taking over front-of-shirt coverage for the historic Buenos Aires club.
SBC Noticias reported: “The Betano sponsorship was unveiled on Sunday to fans during River’s 4–1 win over Vélez Sarsfield in the Argentine Primera División.”
The sponsorship carries strategic significance, as Kaizen Gaming launched Betano in the Argentine provinces of Buenos Aires and Mendoza last May. Betano made its debut to Argentine audiences by becoming the title sponsor of the Primera División’s Apertura and Clausura championships.
Kaizen Gaming makes no secret of its ambition for Betano to become Argentina’s leading online sportsbook.
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, commented: “River Plate is a global footballing institution with one of the largest fan bases in the world. As soon as we began discussions, we knew we had found a partner who shares our drive to set the highest standards in everything we do.”
The agreement also supports River Plate’s broader commercial strategy to expand its global reach and diversify its revenue streams. SBC Noticias had previously reported that Betano had been in talks to secure the sponsorship as part of River Plate’s new commercial direction.
Jorge Brito, President of River Plate, stated: “Partnering with Kaizen Gaming and its brand Betano marks a significant milestone for us. Their presence in 19 international markets aligns perfectly with our global vision.”
Although financial details have not been officially disclosed, as according to SBC Noticias “local reports estimate the deal to be worth approximately $6 million per year over a three-season term.”
The deal also reflects Kaizen Gaming’s ongoing commitment to corporate social responsibility and the promotion of responsible gaming practices. The company reaffirmed its intention to work alongside River Plate and other partners to drive positive community impact.
Social impact remains fundamental to the partnership, as the Senate of Argentina reviews proposals to impose federal protections and restrictions on gambling advertising to protect young and vulnerable audiences. Currently under deliberation, Federal Bills presented to the Senate, include potential limits on betting sponsorships in Argentine football. Clubs have called for a balanced approach, citing the economic importance of such partnerships across the league.
Backing Kaizen’s approach, Stefano Di Carlo, River Plate’s General Secretary, added: “This agreement is the result of a long-term strategy to position River Plate as a global leader in sport. That Betano chose to partner with us is a testament to the strength of our brand and project.”
The River Plate sponsorship deepens Kaizen Gaming’s presence in South America, following the recent opening of its operating hub in São Paulo. Betano is targeting podium positions in key Latin American markets including Argentina, Colombia, Brazil and Peru.
