Portugal Primera Liga football club Sporting Clube de Portugal (Sporting Lisbon) has announced that Betano will serve as principal partner of its charity arm – ‘The Sporting Foundation’.
This summer, Betano – the flagship pan-European sportsbook brand of Kaizen Gaming – became the principal shirt sponsor of Sporting Lisbon.
Undertaking its ‘biggest Portuguese market sponsorship commitment’, Betano has promised to support Sporting Lisbon’s social and grassroots directives led by the Sporting Foundation.
Panos Konstantopoulos, Kaizen Gaming’s CMO, explained: “It makes perfect sense for Betano to expand the strands of this partnership because it is a partnership that is just beginning and will be a long-term relationship, since the two institutions share values.”
“We work with the best clubs in the world and Sporting CP is the definition of a top club. A club that has a dimension beyond sport and, therefore, Betano and Sporting CP are now together to make a difference,” added Konstantopoulos.
At a media conference attended by Sporting Lisbon President Frederico Varandas, Betano confirmed that sponsorship of the Sporting Foundation had been added as a duty of its ‘Heróis Betano’ CSR campaign that serves as Kaizen Gaming’s social responsibility program within Portugal.
The partnership kicks off on Friday at Sporting’s Champions League match in Turkey against Besiktas, where Sporting will play wearing Herois.pt on the front jersey.
André Bernardo, Sporting SAD Administrator, underlined that this new agreement is ‘an honor’ and stated: “It’s always good to have partners that are reflected not only in what is common to our strategic pillars, the sport, but also in what is one of our main missions as a club and organisation, which is to improve people’s well-being above all.”
