Betano significantly expanded its commitment to CSR in Portuguese markets after becoming a partner of the Sporting Foundation – the charitable arm of Sporting Clube de Portugal.
This season, Betano – Kaizen Gaming’s leading pan-European sports betting brand – has become Sporting CP’s main sponsor.
Assuming its biggest sponsorship commitment in the Portuguese market, the bookmaker pledged to support the social and grassroots guidelines of the team, led by the Sporting Foundation.
This week, at a press conference attended by Sporting CP president Frederico Varandas, Betano confirmed that the Sporting Foundation sponsorship had been added to the ‘Heróis Betano’ directive – Kaizen Gaming’s social responsibility program in Portugal.
Panos Konstantopoulos, CMO at Kaizen Gaming, said “it is a partnership that is just beginning and will be a long-term relationship” as “the two institutions share values”.
He added: “We work with the best clubs in the world and Sporting CP is the definition of a top-level club. A club that has a dimension beyond sport and therefore we are now together to make a difference.”
The initial step of this Social Responsibility partnership will take place in Sporting CP’s next match for the Champions League in Turkey, against Besiktas.
“Social responsibility is part of our DNA and is one of the pillars of Sporting CP as well,” said André Bernardo, CMO at Betano. “That’s why we want to create synergies and activities with the Sporting Foundation, so that we can work together in this direction.”
About Betano
Betano is an international online betting site, belonging to the Kaizen Gaming group. Currently, the company has 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.
