Betano has significantly expanded its Portuguese markets CSR commitments after becoming a principal partner of the Sporting Foundation – the charitable arm of Sporting Clube de Portugal (Sporting Lisbon).

This summer, Betano – the flagship, pan-European sportsbook brand of Kaizen Gaming – became the principal sponsor of Sporting Lisbon.

Undertaking its biggest Portuguese market sponsorship commitment, Betano pledged to support Sporting Lisbon’s social and grassroots directives led by the Sporting Foundation.

This week, at a media conference attended by Sporting Lisbon President Frederico Varandas, Betano confirmed that sponsorship of the Sporting Foundation had been added to its ‘Heróis Betano’ directive – Kaizen Gaming’s social responsibility program in Portugal.

Panos Konstantopoulos, Kaizen Gaming’s CMO, said that “It is a partnership that is just beginning and will be a long-term relationship”, since “the two institutions share values”.

He added: “We work with the best clubs in the world and Sporting CP is the definition of a top club. A club that has a dimension beyond sport and, therefore, Betano and Sporting CP are now together to make a difference.”

The kick-off of this Social Responsibility partnership will take place at Sporting’s next Champions League match in Turkey, against Besiktas, where Sporting will play wearing Herois.pt on the front jersey.

“Social responsibility is part of our DNA and is one of the pillars of Sporting CP as well,” said Betano CMO, André Bernardo.

“That’s why we want to create synergies and activities with the Sporting Foundation so that we can work together in this direction.”