Fluminense has renewed its partnership with Betano, as the sports betting brand maintains focus on its sports-oriented marketing strategy. 

The extension of the ‘master sponsorship’ until June 2025 will see Betano retain its presence on the front of the Brazilian Serie A club’s jerseys. 

Additionally, the collaboration will also involve a fan engagement element – ‘various activations’ are apparently in the works – as well as marketing across in-stadia advertising boards and on the FluTV online streaming platform.

Alexandre Fonseca, Betano Brazil Country Manager, commented: “The renewal of the sponsorship agreement is a clear demonstration of Betano’s intentions towards the Brazilian market, always seeking solid and lasting partnerships. 

“The extension of the contract with Fluminense allows for even more investments and activations with the club’s fans, further increasing the synergy between club and brand.”

Betano, the sportsbook brand of Greek multinational gambling group Kaizen Gaming, has been pursuing a strong sports sponsorship strategy, targeting Latin American and European markets. 

So far this year the company has partnered with Portuguese SuperLiga champions FC Porto as well as the Romanian Cup knockout tournament, whilst its arrangement with Fluminense was first secured in February last year. 

“The renewal of this sponsorship contract, with two new bases, brings Betano and Fluminense even closer,” said Mário Bittencourt, Fluminense President. 

“Betano has stood out in the scenario for its boldness and professionalism. It is present on several fronts and always with great care. 

“This new stage of master sponsorship is a testament to the strength of the club’s brand and that we honour our marketing commitments to our sponsors. Our vision is that by joining forces we will make Fluminense stronger and stronger.”