June 30 – With new seasons approaching in Europe the scramble for exclusive betting partnerships and sponosrship with top tier clubs is gathering underway.
In Portugal Sporting Club Lisbon has named Kaizen Gaming sportsbook brand Betano as the Primeira Liga team’s new premium sponsor, while In Germany Betway has signed a three-year agreement with FC Schalke 04.
The Sporting Club deal will see the betting brand – that opened operations in Portugal in 2019 – on the front of the club’s shirts as well as receiving a set of digital and physical branding assets across the club.
No value was given for the two-year deal that has the option to be renewed for a further two years.
Betano replaces NOS as Sporting’s shirt sponsor. NOS will continue its six-year partnership with the club as an official technology partner.
George Daskalakis, Founder and CEO at Kaizen Gaming, said: “Just one month after Sporting’s return to the top as 2021 Liga Champions, the ‘Leões’ have joined forces with Betano. Sporting are turning 115 years old on Thursday and have won more than 50 domestic titles plus a European Cup Winners Cup. It is a great honor for us to be the premium partner of such a historic club.”
Schalke deal covers esports
Betway’s deal with Schalke will see it become the club’s new premium partner with branding and advertising around the Veltins Arena in Gelsenkirchen, as well as a set of digital marketing rights.
The Betway deal will also cover the club’s esports activity.
Alexander Jobst, Schalk 04 Board Member for Marketing, Sales and Organisation, added: “Together with Betway we agreed on a long-term partnership, which guarantees us security through the new legal regulation of gaming in Germany. We are delighted to have gained a strong partner in Betway in this everchanging competition.”
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