May 6 – River Plate have announced a major new sponsorship agreement with Kaizen Gaming, making Betano the club’s main and front-of-shirt partner starting immediately.
The long-term deal strengthens Betano’s footprint in Argentina, just a year after the online betting brand entered the market. It marks a significant business move for both parties — for River Plate, it diversifies commercial revenues and supports global brand growth, while for Kaizen Gaming, it accelerates local market penetration by aligning with one of South America’s most iconic clubs.
Betano is already active in several top-tier sponsorships across Europe and South America, including deals with Flamengo, FC Porto, and Benfica, plus the naming rights to the Greek Cup. This latest agreement reinforces its strategy of high-visibility partnerships with leading football institutions to cement its international presence.
For River, the deal comes at a time when top clubs across Latin America are looking to broaden revenue models beyond matchday and merchandising. With growing competition for fan attention and commercial relevance, strategic partnerships like this are seen as increasingly vital.
The partnership will also see River Plate integrated into Betano’s broader brand campaigns in Argentina, further boosting the club’s exposure and commercial profile in an increasingly competitive digital entertainment space.
President of River Plate Jorge Brito said: “Partnering with Kaizen Gaming and its brand Betano marks a significant milestone for us. Their presence in 19 international markets aligns perfectly with our global vision. Through its sponsorships of the CONMEBOL Copa América™ 2024 and the Argentine Professional Football League’s ‘Torneo Betano’, Kaizen Gaming has reinforced its leading role in the world of sports.
“River Plate is also a global leader in sports marketing, backed by a passionate fan base, an iconic stadium and an unmatched record of over 85 consecutive sold-out home matches. We are proud to be the most followed club in the world. With this partnership, we continue to grow, break new ground, and we’re excited to welcome Betano to the River Plate family.”
River Plate General Secretary Stefano Di Carlo added: “This agreement is the result of a long-term strategy we have been developing to consolidate the club as a global leader, backed by our institutional strength and more than 120 years of sporting success.
“The fact that an international brand like Betano has selected us as its partner speaks volumes about the strength of the River Plate brand worldwide and the confidence our institutional and sporting project inspire.”
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, said: “As soon as we started speaking with the club, we knew we had found a partner who shared our values and relentless drive to raise the bar and set the highest standards in everything they do. The club and their fans’ passion for football is second to none, and it is exciting to be joining them on the next chapter of their illustrious history. At Betano, we are always aiming for the top.”
Contact the writer of this story, Harry Ewing, at moc.l1746535861labto1746535861ofdlr1746535861owedi1746535861sni@g1746535861niwe.1746535861yrrah1746535861