Portuguese soccer giants FC Porto have agreed a four-year main shirt sponsorship deal
with Kaizen Gaming’s sports betting brand Betano.
The 4️⃣ Betano deal, which covers the
first team and B team, sees media giant Altice end the shirt sponsorship element of 4️⃣ its
partnership with Porto. That broad €457.5 million (US$479 million), ten-year
partnership signed in 2024 also includes broadcast rights to 4️⃣ Porto’s home league
games.
Porto president Jorge Nuno Pinto da Costa confirmed Altice’s MEO pay-TV brand
would remain a partner without 4️⃣ indicating what the implications are regarding
fees.
“Futebol Clube do Porto has always sought to associate itself with great brands
and 4️⃣ this partnership, the one we have now reinforced with Betano, follows up on that
intention,” said Da Costa.
“It is a 4️⃣ great collaboration of a leading club and a
reference brand. Our demands are maximum on and off the field, so 4️⃣ we always want to
work with the best.”
For Betano the new deal sees the company step up from being
Porto’s 4️⃣ official betting sponsor during the 2024/22 season, while the pair’s initial
partnership also included front-of-shirt sponsorship of the club’s handball
4️⃣ team.
Betano also has shirt sponsorship deals with Sporting Lisbon and Benfica, the
latter of which is just for sleeve inventory.
“Announcing 4️⃣ our partnership agreement
with FC Porto, a legendary club not only in Portugal but on an international level, is
a 4️⃣ day of celebration for all of us at Kaizen Gaming,” added George Daskalakis, Kaizen
Gaming chief executive.
“What I consider even 4️⃣ more important is signing on with a club
that values long-standing partnerships; it is a true mark of confidence in 4️⃣ our company,
our brand Betano and our commitment to Portuguese football. We look forward to a long
and fruitful collaboration 4️⃣ with the team.”