The marketing-affiliate deal will cover the 2021-22 and 2022-23 seasons, with the option to extend by an additional two years. Betano branding will appear on the front of first team players’ shirts throughout this term. Betano has been active in the Portuguese market since 2019 and has partnerships with SC Braga, CS Marítimo, PAOK, Olympiacos, Apollon Limassol, Pafos, Universitatea Craiova, and FSCB. In addition to Europe, Betano also operates in Brazil, Germany, Greece, Romania, and Cyprus. OPAP, owned by Sazka, holds a 36.75% stake in Betano. OPAP further acquired a 15.48% stake in Stoiximan Group’s Greek and Cypriot operations from owner Kaizen, increasing its stake in this part of the business to 84.48% in November of last year.
Marketing Affiliates Benefit as Betano Becomes Sporting Lisbon’s New Premium Sponsor
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