Betano Signs Second Soccer Partnership in Brazil with Fluminense

Kaizen Gaming’s logo will now appear on the t-shirts of soccer players from Fluminense FC as part of a new partnership between Betano and the club. 

Betano Presses on with Brazilian Expansion

The Latin American appeal holds strong over Betano, a sports and gaming tech company with strong ties in the region and a growing presence. Betano’s latest link-up includes Brazil’s Fluminense FC and focuses on boosting the Kaizen Gaming brand awareness, which will benefit from the partnership in several ways.

The deal will allow Kaizen Gaming’s logo to appear on Fluminense players’ jerseys during games, starting with the Brazilian Cuп. According to Kaizen Gaming CMO Panos Konstantopoulos, the partnership reaffirms the operator’s commitment to the market, stressing the importance of improving social responsibility in the country.

The latest deal is a continuation of the Atletico Mineiro partnership signed in May and consolidates Betano’s standing in Brazil, giving it a stronger foothold to launch more ambitious marketing strategies in the future. 

Fluminense president Mário Bittencourt welcomed the partnership, arguing that the club was delighted to be teaming up with Betano and was happy to have the company as its main sponsor. “I am particularly happy that Betano understands the greatness of our club, and I am sure that together we will celebrate many victories and distinctions. We welcome Betano to our family,” Bittencourt added.

Brazil’s Sports Gambling Market Still Work in Progress

Betano’s growing efforts in Brazil are incentivized by the region’s push for legalizing its sports gambling market. Brazil, which is South America’s most populous country and holds the largest swathe of land on the continent, is still negotiating the finer details of its sports betting industry.

During a recent session, the Plenary of the Chamber of Deputies of Brazil proposed new measures changing the tax base to gross gaming revenue (GGR) and potentially seeking to raise more tax money from sports betting companies in the country.

The money collected through a tax on sports gambling will then be allocated to social security, health, and education. Even though the country is still fine-tuning the final details about its sports betting industry, interest from overseas companies has been steady, with Betano now establishing a second partnership in the country.

The company also obtained a license to enter the German market in February. Kaizen Gaming decided to extend its existing partnership with Pragmatic Play in May.