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