July 14 – Liga Portugal has announced that online sports betting company Betclic has taken the reigns as title sponsor for the top division of Portuguese football.
The four-year deal will see Betclic takeover from Bwin as the principal partner of the league. Bwin has been the main sponsor in a two-year deal that started with the 2021-22 season. Bwin had previously sponsored the league from 2005-08.
Brokered by IMG, the four-year Betclic deal will run until the end of the 2026-27 season. No value was given for the sponsorship.
As well as naming rights – the league will be known as Liga Portugal Betclic – the bookmaker will be featured across all league branding rights, IP, digital communications, marketing and content generation opportunities.
“It is a privilege for Liga Portugal to associate with a market-leading brand such as Betclic. This partnership unequivocally demonstrates the high level of professional football in Portugal,” said Pedro Proença, President of Liga Portugal. “Brands like Betclic share our vision and, above all, our ambition for the growth of professional Portuguese football.”
Betclic said it will support the Liga Portugal Foundation and its promotion of safer gambling among Portuguese audiences.
Ricardo Domingues, Head of International Markets at Betclic, said, “It is with great pride, and mainly with the sense of responsibility that being market leaders demands of us, that Betclic assumes its sponsorship of Liga Portugal … reaffirming our commitment to supporting football and national sport.
“We believe that the combination of the potential of both parties, aligned with a common desire to develop the competition and reinforce our values, are factors that bring us closer together with the purpose of continuing to serve people, fans, athletes, clubs, organisations and sports agents – always for an increasingly better sport.”
Contact the writer of this story, Harry Ewing, at moc.l1701540855labto1701540855ofdlr1701540855owedi1701540855sni@o1701540855fni1701540855