Argentine football giant River Plate announced a partnership with online betting brand Betano on May 6, as the club looks to strengthen its position as a global leader.
Starting this season, River Plate will feature the Kaizen Gaming-owned brand on the front of its kits under a long-term partnership. River Plate’s General Secretary Stefano Di Carlo said the agreement is the result of a long-term strategy to consolidate the club as a global leader.
“The fact that an international brand like Betano has selected us as its partner speaks volumes about the strength of the River Plate brand worldwide and the confidence our institutional and sporting project inspire,” Di Carlo commented.
The agreement brings an end to River Plate’s existing sponsorship with betting brand Codere.
While the club has not disclosed the financial terms of the new deal, Codere’s previous sponsorship was valued at around $3.5m per season. However, reports suggest the Betano partnership may rival Boca Juniors’ $7.5m annual deal with Betsson.
Strategic expansion
This partnership seeks to be about more than just monetary gain, however. As Di Carlo noted, it’s an opportunity for River Plate to expose its brand on the global stage.
Kaizen Gaming, the parent company of Betano, operates in 19 international markets, offering River Plate an opportunity to tap into a broad and diverse audience. A similar motivation was cited when Betano became the front-of-shirt sponsor for English Premier League side Aston Villa last year.
Jorge Brito, President of River Plate, said: “Their [Betano] presence in 19 international markets aligns perfectly with our global vision. Through its sponsorships of the CONMEBOL Copa América 2024 and the Argentine Professional Football League’s ‘Torneo Betano’, Kaizen Gaming has reinforced its leading role in the world of sports.
“River Plate is also a global leader in sports marketing, backed by a passionate fan base, an iconic stadium and an unmatched record of over 85 consecutive sold-out home matches. We are proud to be the most followed club in the world. With this partnership, we continue to grow, break new ground, and we’re excited to welcome Betano to the River Plate family.”
Betano continues football push
For Betano, the deal adds another high-profile name to its growing portfolio of football partnerships, which already includes Aston Villa, FC Porto, Sporting CP, Benfica, Atletico Mineiro, Sparta Prague, and FC Steaua Bucureș, among others.
In an interview with Insider Sport last year, Tomasz Majewski, Head of Sponsorships at Kaizen Gaming, explained how the company approaches each club as a unique entity. He emphasised the importance of understanding a club’s culture and fan base before embarking on a partnership.
Speaking specifically on River Plate, Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, said: “River Plate is a global footballing institution with one of the largest fan bases in the world and a history dating back over 120 years.
“As soon as we started speaking with the club, we knew we had found a partner who shared our values and relentless drive to raise the bar and set the highest standards in everything they do.”
Iglesias also praised the passion of River Plate supporters, describing it as “second to none” and noting their vital role in the partnership.
