Betano has expanded its football partnerships portfolio by being named the lead sponsor for Brazilian football club Flamengo.
The multi-faceted master partner deal covers Flamengo’s men’s team, the women’s team, its other sporting branches such as volleyball and basketball, and Flamengo TV, the club’s in-house digital channel.
The online sports betting and gaming brand, owned by Kaizen Gaming, is replacing Pixbet who had been Flamengo’s master sponsor for the past four seasons.
Betano’s Football Partnerships
Flamengo has described the partnership as being the largest sponsorship deal in Brazilian football, with reports in the country estimating the club could receive R$268.5 million (£36.5 million) a year in bonuses.
The new contract still needs to be rubber stamped by the club’s Deliberative Council who are due to discuss the details later this week.
Seven different betting operators had made pitches to Flamengo, with Sportingbet and Superbet among Betano’s competition.
If ratified, it extends the betting operator’s reach over football in South America and Europe even further.
Betano recently secured the title sponsorship rights for the Portuguese Super Cup, and is an official shirt sponsor for three of the country’s top clubs, Sporting Lisbon, Benfica and Porto.
Just last month, the online casino and betting brand signed a new three-year partnership deal with Bayern Munich, the 34-time Bundesliga champions and six-time Champions League winners.
It already has strong links in South America as the main sponsor of Argentina’s River Plate, who have won the Primera Liga a record 38 times and been Copa Libertadores champions on four occasions.
Betano is also serving as the main sponsor for the Brasil Ladies Cup which takes place from October 16 to October 19 at Estádio do Canindé in São Paulo.
Seven-Time League Winners Flamengo
Flamengo play in the top division of Brazilian football and are one of just two clubs who have never been relegated, São Paulo FC being the others.
Based in Rio de Janeiro, the club has won the league title in Brazil seven times and the domestic cup on five occasions.
The team has also lifted South America’s prestigious Copa Libertadores three times, the last victory coming in 2020.
Flamengo competed in the recent Club World Cup in Germany, where it competed in Group D along with Los Angeles FC, Esperance de Tunis and eventual winners Chelsea.
The Brazilians actually topped the qualification group after two wins and a draw, including a 3-1 victory over Chelsea, who qualified for the knockout stage as group runners-up.
Flamengo faced German giants Bayern Munich in the Round of 16 and lost 4-2, while Chelsea progressed and were eventually crowned champions after beating PSG in the final.
Jim Munro is a betting industry and gambling expert who has been a national newspaper journalist for over 30 years, predominantly at The Sunday Times and The Sun, where he wrote a weekly soccer betting column. Jim also worked on the launch of Virgin Bet with Gamesys and was subsequently head of editorial at LiveScore, the sports media and betting group.
