New partnership boosts competition profile and strengthens Betano’s football sponsorship portfolio
Betano Strengthens its Footprint in Portuguese Football
The Portuguese Football Federation (FPF) has officially confirmed Betano as the title sponsor of the Supertaça Candido de Oliveira, effective immediately. As a result, the 2025 edition of the competition, which takes place on 31 July at Estádio Algarve, will carry the name Supertaça Candido de Oliveira Betano. This year’s match will see Sporting CP face SL Benfica, setting the stage for a high-profile encounter under a new branding era.
Strategic Sponsorship to Elevate the Super Cup
Betano’s partnership with the FPF reflects a strategic push to elevate Portuguese football and expand the brand’s influence within global sports sponsorship. Over the last six years, Betano has solidified its presence in Portugal and has been an active sponsor in both national and international football.
The company’s involvement extends beyond Portugal, as evidenced by its role as the Official Sponsor of Copa América Femenina 2025 in Ecuador and as the official South American partner for the FIFA Club World Cup 2025.
FPF Marketing Director Joao Medeiros Cardoso expressed enthusiasm for the partnership, stating:
“This collaboration boosts the competition’s growth and helps reposition Portuguese football as one of the world’s leading brands.”
Fan Engagement and Matchday Activations
As part of the sponsorship deal, Betano and the FPF will introduce matchday activities and fan engagement initiatives, designed to bring supporters closer to the action. This approach aligns with Betano’s commitment to not only sponsoring events but also enhancing the overall fan experience.
Betano Portugal Country Manager Ricardo Branquinho highlighted this vision:
“We are proud to associate Betano with the Supertaça Candido de Oliveira. Our aim is to elevate sports sponsorship in Portugal by fostering a deeper connection between fans and the game.”
A Growing Sponsorship Portfolio
This announcement follows Betano’s recent partnerships across Latin America and Europe, including a new collaboration with 7777 Gaming. These strategic moves underscore the brand’s intention to expand its global footprint and solidify its role as a major player in sports betting and sponsorship markets.
With the Supertaça Candido de Oliveira Betano set to debut under this new partnership, the event is expected to deliver enhanced visibility and increased commercial appeal for Portuguese football on an international scale.
Conclusion
Betano’s latest sponsorship deal demonstrates how strategic branding partnerships can redefine traditional sports events while reinforcing a company’s global presence. The 2025 Super Cup, now under Betano’s banner, is poised to be one of the most engaging and commercially successful editions in its history, offering fans an enriched experience and signaling the continued growth of sports marketing in Portugal.
