SBK has been announced as principal partner and official betting partner of Millwall FC, while Betano has renewed its partnership with FC Porto, as football sponsorships for the 2026-27 season continue at pace.
SBK branding will feature on the back of Millwall first-team players’ shirts and their shorts, while the sportsbook’s imagery will also appear across the club’s matchday and digital platforms during the upcoming campaign.
Meanwhile, Betano continues to assert its presence in world football with a renewed FC Porto deal lasting until 2029. The operator’s logo remains on the front of Porto match and training shirts for the first team and B team.
The Kaizen Gaming-owned bookmaker became Porto’s betting partner in the autumn of 2021, when it also became the club’s handball team shirt sponsor. Betano signed a front-of-shirt sponsorship with Porto the following year.
The new agreement includes an extension to the club’s women’s team, making their debut in the Portuguese top flight, whose shirt sleeves will feature the Betano logo from the start of season.
Adam Baylis, marketing director for SBK, said: “We’re thrilled to have SBK partner with Millwall for the 2026-27 season – not only one of The Championship’s most historic clubs, but also our local team – we can see The Den from the office.
“After coming so close through the playoffs last season, we know there’s huge excitement around the club and we can’t wait to bring SBK’s industry-leading prices and product to Lions supporters this season.”
Launched in 2019, SBK is a sportsbook app that takes its pricing from individuals and market markers on the Smarkets betting exchange.
In January, Smarkets overhauled its frontend to a prediction markets-style interface, while founder and CEO Jason Trost has filed applications with the Commodity Futures Trading Commission in the US to offer event contracts stateside.
On the Porto extension, Julio Iglesias Hernando, chief commercial officer at Kaizen Gaming, said: “FC Porto has been an exceptional partner over the past five years, a period in which the club has won an impressive total of eight domestic titles, and we are delighted to extend this successful relationship until 2029.
“This renewal reflects the strong trust we have built together and our shared commitment to excellence, innovation and delivering memorable experiences for fans.
“We are especially proud to expand our partnership to include FC Porto’s women’s team, supporting another important milestone in the club’s journey.
“We look forward to continuing to grow together, both on and off the pitch, while creating a positive and lasting impact for the FC Porto community.”
As operators gear up for the new season, data shows betting on football increased significantly worldwide during the World Cup.
France’s national regulator reported a doubling of gross gaming revenue compared to the 2022 tournament, while global sportsbook supplier OpenBet hailed the 2026 World Cup as its largest-ever single event by betting volume.
Earlier this week, BOYLE Sports became the UK and Ireland betting partner for Leeds United, while on 27 July, Coral was announced as the front-of-shirt sponsor of Birmingham City, the first time in its 100-year history the Entain-owned brand has appeared on the front of a shirt.
Earlier this month, Betano became the sleeve sponsors of Aston Villa, as the brand moved from the front of the shirt as part of the Premier League’s voluntary ban on such deals from this season.
Other inventory such as training wear and LED boards are still available to gambling companies, while no such front-of-shirt ban exists in the lower leagues of English football.
Betano has also inked a three-year deal to become the official partner of Tottenham Hotspur, a tie-up that sees the brand appear on the London club’s training kit.
The post SBK lands Millwall deal as Betano extends FC Porto partnership first appeared on EGR Intel.
Operators continue football sponsorship push ahead of 2026-27 season, with Smarkets-owned SBK securing Championship exposure and Kaizen Gaming’s brand remaining on Porto shirts until 2029
The post SBK lands Millwall deal as Betano extends FC Porto partnership first appeared on EGR Intel.