Betano, the sports betting brand owned by Kaizen Gaming, has once again looked to grow its presence in the European soccer landscape through a new partnership with the Portuguese Football Federation (FPF) governing body.

The new partnership sees Betano become the title sponsor of the upcoming Supertaça Cândido de Oliveira, the country’s super cup competition that pits the domestic Primeira Liga and Taça de Portugal domestic cup winners against each other ahead of the new season.

As the title sponsor of the competition, now known as the Supertaça Cândido de Oliveira Betano, the sports betting brand will activate around the event.

The 2025 edition of the cup, taking place on Thursday (July 31), will pit Sporting CP, which won both the Primeira Liga and Taça de Portugal in the 2024-25 campaign, against record domestic champions Benfica, which finished runner-up in both.

At a club level, Betano is already a sponsor of Sporting, holding front-of-shirt rights at the club since 2021, and Benfica, holding sleeve branding at the side on a multi-year basis through the 2026-27 campaign.

Elsewhere in the division, Betano is also the primary front-of-shirt sponsor of 30-time Primeira Liga champions and current Supertaça Cândido de Oliveira holders FC Porto, with that partnership running through the 2025-26 season.

Outside of Europe, Betano has particularly developed a strong presence in South American soccer and most recently became the shirt sponsor of Argentinian heavyweights River Plate, adding to title sponsorship deals for the top-tier leagues in Argentina and Brazil.

Betano has announced several soccer sponsorships in recent months to strengthen its portfolio, including a partnership with German heavyweights Bayern Munich in early July, followed by a league-wide deal with Denmark’s top-flight Superliga.

The betting firm struck additional deals with the FIFA Club World Cup competition (it was FIFA’s first-ever betting partner in 2022) and the Copa America Femenina.