The Betano Sporting CP partnership is sticking around for another four years, after the two sides agreed a fresh deal running until the end of the 2028/29 season. Betano has been part of the club’s shirt since 2021 and will stay as main sponsor for both the First Team and the B Team. The new agreement also means Betano’s logo will keep its spot on the front of Sporting’s shirts, with new fan-focused activities in the works.

• Betano first teamed up with Sporting CP in 2021 and the relationship is now set to last until 2029. The deal covers both the men’s First Team in the Primeira Liga and the B Team in Portugal’s second tier. Betano’s name will continue to appear front and centre on both squads’ official kits.

• Sporting’s Chief Strategy and Operations Officer, André Bernardo, called the renewal “the reward for a successful investment” from both sides. He pointed out that the club started the partnership as league champions and is now renewing it as back-to-back winners. Bernardo said the setup is perfect for aiming for more silverware in the coming seasons.

• Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, said the extension shows the “mutual success and confidence” between the two. He noted that the partnership has lined up with Sporting claiming two league titles and a Portuguese Cup. Iglesias also underlined Betano’s pledge to offer safe, responsible betting while backing Portuguese sport and its fans.

• Betano is the sports betting and online gaming arm of Kaizen Gaming, which operates in several international markets. The Sporting CP partnership is one of a number of football sponsorships the company holds across Europe. Betano says the agreement fits its approach of building strong links with local football communities.

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