Betano Extends FC Porto Partnership Until 2029 With Women’s Team Expansion
Betano and FC Porto have renewed their partnership for the next three seasons, keeping the Kaizen Gaming brand as the club’s Main Sponsor until the end of the 2028/29 campaign. The two have worked together since 2021, so the renewal itself is no surprise. It also fits a wider pattern for the brand, which has been locking in long-term football deals across Europe including its extended partnership with Aston Villa until 2029. What’s worth noticing here is where the FC Porto deal now reaches.
Why the renewal matters now
Shirt-front sponsorships are the most visible commercial relationships in football, and losing one or seeing it lapse sends a signal. Betano extending its FC Porto deal through 2029 removes that question for both sides and locks in one of the more established iGaming-football relationships in Portugal for another three seasons.
What the renewed deal actually involves
Betano’s logo continues on the front of FC Porto’s First Team and B Team match and training shirts. The change is at the edges: for the first time, the partnership extends to FC Porto’s Women’s Team, with the Betano logo featuring on the sleeve of the team’s shirts as the side makes its debut in the top tier of Portuguese women’s football this season. The two organisations have also collaborated beyond shirt branding on club projects, including Inzone.
The operator read
The plain renewal is the headline; the Women’s Team addition is the tell. Sponsors rarely pay for a sleeve placement on a newly promoted side unless they see value in being there early. Extending into the women’s game as it enters the top flight suggests Betano is treating FC Porto as a full-structure relationship rather than a First Team shirt buy, a broader footprint that’s harder for a rival to displace. It’s the same logic behind the brand’s three-year strategic partnership with Tottenham Hotspur: secure the relationship deeply and early rather than compete for it later. As Julio Iglesias Hernando, Chief Commercial Officer at Kaizen Gaming, put it, the renewal reflects “the strong trust we have built together and our shared commitment to excellence, innovation, and delivering memorable experiences for fans.”
From the club’s side, José Pedro Pereira da Costa, Executive Board Member and CFO of FC Porto, framed the relationship as mutually reinforcing, noting Betano’s role “far beyond its presence on the front of our shirt,” including the Inzone project.
The caveat worth naming
The release is a joint announcement and doesn’t disclose the financial terms of the renewal, so the commercial scale of the extension, and specifically the added value of the Women’s Team placement, can’t be assessed from what’s public. Gambling sponsorship in football also operates within a regulatory environment that continues to shift across European markets, which is worth keeping in view for any multi-year deal.
What it signals for operators
For other iGaming brands weighing sponsorship spend, the read is straightforward. Betano isn’t chasing more logos on more shirts; it’s going deeper into fewer clubs and taking positions, like the Women’s Team sleeve, before they become contested and expensive. Operators competing for the same football inventory are effectively being told the ground is being taken early, across a club’s full structure rather than just its marquee side. The advantage sits with brands that commit to a relationship’s breadth ahead of rivals, not the ones that wait for a shirt-front slot to open up.
Source: Kaizen Gaming
