Betano has been announced as the new principal partner for Brazilian football team Flamengo, in what has been hailed as the largest sponsorship of its type in the market.
The contract is set to be finalised during Flamengo’s Deliberative Council meeting, which is scheduled for today, 19 August.
In addition to men’s football, the agreement will also cover women’s football and other sports, such as volleyball and basketball.
The Brazilian Série A side hailed the deal as the “largest partnership agreement in Brazilian football”.
Reports have suggested the deal will be worth around BRL250m (£34m) per year. Last year, when Betano agreed its front-of-shirt deal with Premier League outfit Aston Villa, reports claimed the agreement was worth £20m a year.
Flamengo announced last week that Esportes da Sorte, Entain-owned Sportingbet, Superbet, 7K Bet and Flutter’s Betnacional had all participated in the tender for the new sponsorship.
Flamengo currently sit top of the table, having beaten Internacional 3-1 away from home on Sunday, 17 August.
Betano was among the first wave of operators to be granted a licence in the newly-regulated Brazilian market, which went live on 1 January.
Within Brazil, Betano sponsors the Brazilian Série A, as well as the domestic cup competition Copa do Brazil.
The operator’s list of sponsorships also includes front-of-shirt deals with Argentinian giants River Plate, Premier League outfit Aston Villa and Portuguese heavyweights Porto and Sporting Lisbon.
Betano holds similar agreements with Sparta Prague and Viktoria Plzeň in Czechia, FCSB (formerly Steaua Bucharest) in Romania and Brøndby IF in Denmark.
The Kaizen Gaming-owned bookmaker also sponsored the FIFA Club World Cup this year, which took place in the US.
In the past three years, the brand sponsored the 2022 FIFA World Cup and last year’s Euros and Copa América tournaments.
A Flamengo statement read: “Betano, one of the largest and most respected global sports betting companies, is recognised for its innovative approach to the sector. Its international presence reinforces Flamengo’s global expansion strategy.
“This is the largest partnership agreement in Brazilian football, a result of the strength of the Flamengo brand and the global relevance of Betano. The club thanks Betano for its trust and for the decision to have Flamengo as its global partner.”
To facilitate the Betano deal, Flamengo “mutually and amicably” terminated its previous sponsorship agreement with Pixbet.
The agreement between the two, which included a licensing agreement for the operator’s Flabet brand, was in operation for four years.
During that time, Flamengo won the 2022 Copa Libertadores, the 2022 and 2024 Copa do Brazil, the 2024 and 2025 Campeonato Carioca and the 2025 Supercopa do Brazil.
The deal was the previous largest sponsorship deal in Brazilian football history before the Betano agreement.
The post Betano pens front-of-shirt sponsorship with Flamengo first appeared on EGR Intel.
Operator signs the “largest partnership agreement in Brazilian football” with the Rio de Janeiro club, fending off competition from Flutter and Entain in the process
The post Betano pens front-of-shirt sponsorship with Flamengo first appeared on EGR Intel.