Sports club Sporting CP secures main sponsorship contract with Betano, lasting until 2029.
Sporting Clube de Portugal and Betano have extended their main sponsorship partnership until the end of the 2028/29 season. The four-year extension, signed in August 2025, covers both the senior and reserve teams, with Betano retaining front-of-shirt branding rights throughout this period [1][2][3].
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, the company behind Betano, credited the strong relationship and shared ambition for the renewal of the partnership. According to Iglesias, the partnership has been founded on trust and shared ambition [1].
The renewal of the partnership reinforces Betano's commitment to Portuguese sport, its fans, and to delivering a safe, innovative, and responsible betting experience. For Sporting CP, the continuity of a major sponsorship deal ensures stable financial support and branding consistency on team kits for senior and reserve squads, helping with club finances and global exposure [1].
The partnership between Betano and Sporting CP has coincided with a remarkable period in the club's history, including consecutive Portuguese league titles and a Portuguese Cup victory. Although specific achievements during their partnership are not detailed, the fact that they have agreed to a long-term renewal suggests a mutually beneficial relationship with positive returns both in commercial branding for Betano and financial and promotional support for Sporting CP [1][2][3].
The renewed partnership between Sporting Clube de Portugal and Betano is significant in reinforcing their bond. It is a testament to the mutual success and confidence that defines the collaboration between the two parties. The renewal reflects the strategic alignment: Sporting CP secures ongoing sponsorship revenue and brand association, while Betano ensures front-of-shirt visibility on both senior and reserve teams through 2029, reinforcing its market leadership in betting sponsorships in football.
References:
[1] "Sporting CP e Betano renovam parceria até 2029." Diário de Notícias. 2025-08-15. https://www.dn.pt/desporto/sporting-cp-e-betano-renovam-parceria-ate-2029-9361721.html
[2] "Sporting CP e Betano prolongam parceria." Record. 2025-08-15. https://www.record.pt/desporto/sporting-cp-e-betano-prolongam-parceria-2715216
[3] "Sporting CP e Betano renovam contrato até 2029." Público. 2025-08-15. https://www.publico.pt/desporto/sporting-cp-e-betano-renovam-contrato-ate-2029
- The extended partnership between Sporting Clube de Portugal and Betano not only signals a long-term commitment to Portuguese football but also reaffirms Betano's market leadership in sports-betting sponsorships, specifically in European leagues.
- With this renewed partnership, Betano will continue to enjoy front-of-shirt branding rights on both the senior and reserve teams of Sporting CP, ensuring consistent brand association and visibility in the world of sports football until 2029.
