FC Porto of Portugal’s Primeira Liga has signed a betting partnership with Greek operator Betano, marking the firm’s sixth agreement with a club in the country.
As a result of the agreement, the Kaizen owned sports betting brand will become the official betting partner of FC Porto, whilst also gaining front-of-shirt sponsorship of the club’s handball team.
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.”
The partnership represents a strengthening of Betano’s sports sponsorship activities in Portugal after failing to secure the title sponsorship to the Primea Liga, losing the contract to Entain brand bwin despite agreeing terms to a €5.5 million per season four-year deal, prompting a legal challenge against the Portuguese Football Federation (FPF).
Despite being unable to secure the naming rights to the top-flight, Betano has clinched agreements with FC Porto’s Lisbon-based rivals Benfica and Sporting CP as well as SC Braga, Marítimo and Os Belenenses.
Outside of Portugal, Kaizen has gained brand exposure 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.