Sporting Clube de Portugal and Betano signed last Sunday (27) a new partnership contract that will last for two years, and may be renewed for another two.

The online bookmaker now has the category of ‘premium sponsor’ of the national champion and will immediately occupy a prominent place on the front of the shirts, replacing NOS, which will continue, however, as ‘official technology partner’ of in order to reinforce the position in the respective area.

The announcement made yesterday is the result of a tripartite agreement between the club and the two companies, which allowed the telecommunications operator and Sporting to maintain the partnership started in 2015, now in a different format. The presence of NOS in the shirts, guarantees to SAD, at this moment, 7.5 million euros per season.

In Portugal since 2019 and already a partner of Sp. Braga and Marítimo, Betano is a brand of Kaizen Gaming, headquartered in Malta, and is also represented in Brazil, Romania, Germany, Cyprus and Greece (where the Stoiximan affiliate sponsors the Olympiacos). In addition to the uniforms, as a ‘premium sponsor’, Betano will be visible in other Sporting assets.

The new shirt, designed by Nike, will be officially unveiled next Thursday, July 1st, the date of the 115th anniversary of the lions.

The American giant surrenders to the Italian Macron, who ‘worn’ Sporting since 2014. The club has an ongoing pre-sale campaign that ends this Sunday and challenges fans to be the first to wear the new “lion’s skin “.

In a statement, Sporting said:

Sporting Clube de Portugal will start the next season with a new master sponsor, Betano. The partnership will last for two years, with the option of renewal for another two years.

Betano is a brand of Kaizen Gaming, one of the fastest growing betting and technology companies in Europe, operating in Portugal since 2019, and which will assume a presence in the Club’s assets, with a prominent place in front of the uniforms of the professional football team for the 2021/2022 season.

The announcement of the new partnership increases even more the expectation in relation to Sporting CP’s main equipment, as it coincides with the ‘Blind-Sale’ campaign that the Club launched on the 22nd and which invites fans to ‘Believe’ and be the first to wear and publicize the new shirt, on the 1st of July.

NOS will continue its partnership with the Club, which began in 2015, as an Official Technology Partner, in line with the brand’s innovative positioning, which intends, through technology, to enhance the experience of fans on and off the pitch.

About Betano

Betano is an international online betting site, from the Kaizen Gaming group. Currently, the company does business in Brazil, Portugal, Germany, Romania, Greece and Cyprus.

Last year, the bookmaker won three awards at the EGR Marketing & Innovation Awards, referring to its Responsible Gaming, Technology, Creative and High Quality Communication and Social Impact campaigns.