Betano has made further strides into the European football market by becoming the title sponsor for Portugal’s Super Cup.
The online sports betting and gaming brand, owned by Kaizen Gaming, is already an official shirt sponsor for three of Portugal’s biggest clubs, Sporting Lisbon, Benfica and Porto.
At the start of this month the firm also announced a three-year partnership with Bayern Munich, the powerhouse in German football.
This new sponsorship deal with the Portuguese Football Federation (FPF) kicks in immediately as the Super Cup kicks off this evening (July 31).
What is the Portuguese Super Cup?
The Supertaça Cândido de Oliveira is an annual cup competition contested in pre-season between the champions of Portugal’s top division, the Primeira Liga, and the winners of the Taça de Portugal, the Portuguese cup.
Sporting achieved the league and cup double in Portugal in 2024-2025 so they will face cup runners-up Benfica in this evening’s game at the Estádio do Algarve near Faro.
Under the terms of the deal, the trophy is now officially the Supertaça Cândido de Oliveira Betano and the online casino and betting firm was able to launch several activations around the event.
Ricardo Branquinho, the country manager at Betano Portugal, said: “This partnership symbolises not only the kick-off of the football season in Portugal but also our commitment to offering fans a premium experience, allowing them to enjoy this competition in an even more exciting and immersive way.
“We aim to continue elevating sports sponsorship in Portugal by bringing fans closer to the game they love.”
Which Portuguese Clubs Does Betano Sponsor?
Betano is already a familiar name in Portuguese football as the betting firm has sponsorship deals in place with the nation’s most successful teams.
It has held front-of-shirt rights with defending league and cup champions Sporting since 2021 and is primary front-of-shirt sponsor for 30-time league champions Porto, in a deal that runs through to the 2025-26 season.
It also has sleeve branding on Benfica’s shirts in a multi-year deal that runs through the 2026-27 season.
Betano’s Partnership With Bayern Munich
On July 3 Betano announced it had signed a three-year partnership deal with Bayern Munich, the 34-time Bundesliga champions and six-time Champions League winners.
George Daskalakis, Kaizen Gaming CEO, said: “When we first set out on our journey, we could only dream of partnering with one of the most iconic clubs in world football.
“They stand at the top of the game and this partnership reflects just how far we have come as a company, with Betano now recognized among the top online gaming and betting brands worldwide.”
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.
