August 16 – While their neighbours in Spain face a crackdown on betting sponsorship, the Portuguese are embracing online bookmaking clients with open arms. The latest is Benfica who have secured their first ever sleeve sponsorship with Betano.
The three year deal will see Betano’s logo present for all league and and European competition, debuting when the league kicks off next weekend.
Last week Liga Portugalannouncedbwin, who sponsored the league from 2006–2008, as its naming rights partner in a deal which will see the league renamed Liga Bwin from next season.
Benfica CEO Domingos Soares de Oliveira, said: “This is a partnership with great dimension for the club, with a brand that is well established in sports and entertainment. Betano stands out for its innovation, especially on digital platforms, something with which we identify ourselves.”
As well as a sleeve patch on Benfica’s shirt, Betano will also have a package of digital assets and activations across Benfica’s dgital channels, as well as some ground signage.
No value was given for the sponsorship.
George Daskalakis, CEO of Kaizen Gaming that owns the Betano brand said: “Through Betano, Benfica fans will be able to engage with their favorite team at a new level. We are excited to begin working with this great club and its people, together with whom we aim to undertake common social initiatives like we do with every team we partner with. This sponsorship clearly highlights our strong commitment to the Portuguese market, a commitment that we are determined to continue showing via our sustained support to Portuguese sports and society.”
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