Argentine football club River Plate has reportedly used its upcoming FIFA Club World Cup appearance to secure a new commercial deal.
According to La Página Millonaria, the Argentine club is expected to announce Kaizen Gaming-owned betting brand Betano as its latest sponsor at the start of next month. The agreement is believed to run from the beginning of the 2025/26 season until mid-2028.
This partnership would replace the club’s current deal with gambling company Codere, which will expire in June. While River Plate and Codere have worked together since 2021, SBC Noticias reported that the club’s leadership feels the deal no longer reflects the club’s value.
Codere has been paying around $3.5m per season as River Plate’s main sponsor, but rival club Boca Juniors receives $7.5m annually from its betting sponsor, Betsson.
Impact of the FIFA Club World Cup
The Club World Cup has faced criticism from players, clubs, leagues and governing bodies since its planned expansion was announced. However, this potential partnership highlights the commercial opportunities the competition offers participating clubs.
There are currently few opportunities for clubs from across the globe to compete against one another outside of pre-season tournaments. The prospect of South American teams facing European clubs in a competitive setting naturally brings significant commercial potential.
FIFA has already attracted major partners such as Coca-Cola, AB InBev and Hisense, underlining the tournament’s global appeal. Last month, Insider Sport also spoke with Jason Siegel, President and CEO of the Greater Orlando Sports Commission, about the tournament’s expected impact on the local community.
For Betano, River Plate’s participation in the competition represents a major bonus, offering not just local exposure in Argentina, but also global visibility through the tournament.
The betting brand is no stranger to the power of sports sponsorships, having previously served as title sponsor for the UEFA Euros, Copa America and currently holding the title partnership for the UEFA Conference League.
This deal would also support Betano’s broader ambition to expand its presence in South America, a goal Tomasz Majewski, Head of Sponsorships at Kaizen Gaming, discussed with Insider Sport last year.
