Benfica extends Betano as sleeve sponsor and betting partner 

credit: Shutterstock
credit: Shutterstock

SL Benfica and sports betting brand Betano have agreed to a three-year extension of their partnership, lasting until the 2026/27 season. 

As part of the deal, Kaizen Gaming’s online casino platform will remain as the Portuguese club’s official sleeve shirt sponsor, as well as Benfica’s official betting partner for the duration of the contract extension. 

Bernardo Faria de Carvalho, International Expansion Director of SL Benfica, commented: “We are very excited to renew our partnership with Betano, a leading sports betting brand that continues to show a strong commitment to football globally. 

“This agreement not only reinforces our successful collaboration, but also allows us to offer innovative experiences to our fans. Betano’s presence on the sleeve of our jersey symbolises the importance of this partnership and is vital for our international growth and to consolidate our global presence.”

Betano was named the betting partner of the two-time European Cup winners for the 2021/22 season. The betting platform was also the first sponsor to appear on the sleeves of Benfica kits shortly after. 

The contract between the two entities involves various joint features and activations. The sponsorship agreement extends to the sleeve of the B team’s jersey and also the Under-23 team, which plays in the Liga Revelação

Julio Iglesias, Chief Commercial Officer of Kaizen Gaming, added: “We are thrilled to extend our partnership with Benfica as we embark on this exciting new chapter together. 

“Working closely with the Eagles over the past few years, we have witnessed first-hand the Club’s unwavering dedication to excellence on and off the pitch, which is matched only by the support and enthusiasm of its fans.  

“By renewing our support for Benfica, we reaffirm our continued commitment to Portugal, its football fans and its prestigious sporting institutions, as well as to offering premium, fun and safe betting experiences.”

Betano has been significantly bolstering its presence across football over the last several years. The company has sponsorship deals in place with Benfica’s rivals FC Porto, as well as across Brazilian football with Atletico Mineiro and the sponsorship title rights to the Campeonato Brasileiro Série A.

More recently, Kaizen Gaming announced that Betano will become the front-of-shirt sponsor for Premier League side Aston Villa as part of a two-year deal, gaining further exposure in the sport’s most-watched football league. 

Furthermore, the Betano brand will gain further exposure this summer as the official betting partner for EURO 2024, European football’s largest international competition.

Previous articleCaitlin Clark fever hits the WNBA breaking 23-year-old ratings record
Next articleFury v Usyk undisputed clash gave William Hill a UK branding boost