Sporting Clube de Portugal has named Kaizen Gaming sportsbook brand Betano as the Primeira Liga team’s new premium sponsor ahead of the 2021/22 season.

European betting and technology company Kaizen Gaming, which has been operating in Portugal since 2019, will have a presence across the club’s assets, including a prominent position on the front of Sporting’s first-team shirts, due for release on 1 July.

Furthermore, the two-year partnership has the option to renew the deal for an additional two years.

“Very excited to be sharing with you the news that Betano has been announced as the new main shirt sponsor of Sporting Clube de Portugal!” remarked George Daskalakis, Founder and CEO at Kaizen Gaming, in a statement on social media.

“Just one month after Sporting’s return to the top as 2021 Liga Champions, the ‘Leões’ have joined forces with Betano.

“Sporting are turning 115 years old on Thursday and have won more than 50 domestic titles plus a European Cup Winners Cup.

“It is a great honor for us to be the premium partner of such a historic club. We look forward to both sharing success and undertaking joint social initiatives together during the next four years.”

Betano replaces NOS as Sporting’s front-of-shirt sponsor, with the firm continuing its six-year relationship with the Portuguese club as an official technology partner, elevating fan engagement on and off the pitch.

Sporting becomes the latest addition to Betano’s sponsorship roster, having formed alliances with Brazilian clubs Fluminense and Atletico Mineiro more recently.

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