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Betano Becomes Sporting Lisbon’s Premium Sponsor
Sporting Lisbon, a top club in the Portuguese Primeira Liga, has signed a partnership with Betano, an online gaming operator. The operator will now become the club’s official sponsor for two consecutive seasons, starting 2021/2022.
Betano Signs Sponsorship Deal with Sporting Lisbon
Sporting Lisbon, one of Portugal’s most successive football clubs, announced its partnership with Betano. The online gaming operator will become the club’s premium sponsor in a deal set to cover two consecutive seasons, 2021/2022 and 2022/2023. There’s the option of extending the deal by a further two years according to the deal.
The deal will see Betano’s logo appear on the club’s shirt for the duration of the deal. This will replace the current front shirt sponsor, NOS, but it will remain as the club’s official technology partner.
This is not the only deal Betano boasts in the Portuguese league. The online gaming operator has also partnered with teams such as CS Marítimo and SC Braga. Olympiacos and PAOK in Greece are also partners with Betano as are Pafos and Apollon Limassol in Cypris, and Romania’s FSCB and Universitatea Craiova.
Enhancing its Visibility Outside of Europe
Betano has been on an expansion plan to market its services outside Europe. This is apart from signing sponsorship deals within Europe. The online gaming operator agreed to its first sponsorship deal outside Europe after signing a partnership deal with Clube Atlético Mineiro. This is a Brazilian Campeonato Brasileiro Série A football team.
According to the details of the deal, the partnership will run the entire 2021 season. The Betano logo will feature on the front side of the players’ shirts. This deal is the first of its kind as Betano signs a commercial partnership with a professional sports team in Brazil.
The Brazilian gambling market seems to be appealing to Betano. This gaming company has also inked deals with Fluminense FC. The deal aims at boosting Kaizen Gaming’s brand while benefiting from several other ways.
Sports Gambling In Brazil Yet to Develop
The latest effort by Betano comes from Brazil’s government push for a legal sports gambling market. Brazil boasts being the most populous country in South America. This allows it to benefit from taxes imposed on the market.
The most recent step toward achieving a legal sports market came when the Plenary of the Chamber of Deputies of Brazil introduced new tax measures. The body changed the tax to GGR (gross gaming revenue) as it seeks to reap more from the sports wagering companies.
Such moves continue to attract international gambling companies even though the fine details are yet to be finalized. Betano is already in its second partnership. It also secured a license to start operations in Germany. This was in February.
More About Betano
Betano is part of the larger Kaizen Investment. It currently operates in multiple countries that include Romania, Cyprus, Greece, Germany, and Brazil. OPAP, a Sazka-owned company, holds the majority shares in the company, now standing at 36.75%.
This was after it acquired a further 15.48% stake in the Stoiximan Group’s Greek and Cypriot from the Kaizen owner. This brought its stake to 84.48%, at least in this section of the busin