Betano has secured a three-year sponsorship arrangement with Portuguese football club SL Benfica, gaining kit marketing, digital assets and activations as part of the deal.

The primary marketing opportunity which will be leveraged by Benfica under the terms of the partnership is that the Kaizen Gaming brand will become the first sleeve partner of the Primera Liga team, covering both domestic and European fixtures.

Additionally, the operator will be able to take advantage of in-stadium advertising as well as a digital assets and activations package across the Lisbon-based club’s digital channels.

“Through Betano, Benfica fans will be able to engage with their favorite team at a new level,” said George Daskalakis, Kaizen Gaming CEO. “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.”

Portuguese sports teams are becoming increasingly receptive to partnerships with sports betting brands, with the Betano deal closely following the naming rights agreement signed between Liga Portugal and bwin last week.

Meanwhile, it was also announced today that the Portuguese Basketball Federation would be partnering with French operator Betclic, with the Portuguese Basketball League renamed the Betclic League under the terms of the three-year deal.

Commenting on his team’s new partnership with Betano, Domingos Soares de Oliveira, Benfica CEO, remarked: “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.”