Betclic, a French online gambling and sports betting company, has become the official title sponsor of Liga Portugal. The agreement with the soccer organization is the operator’s biggest Portugal-facing move yet and will greatly augment its presence in the country.
Under the agreement, starting this season, Liga Portugal will be called Liga Portugal Betclic. As a result, the operator’s branding will feature across the league, appearing and marketing materials, IPs, digital media and marketing.
Liga Portugal is the country’s top-flight soccer league, making this a very important partnership for the gambling company. It will serve as the title sponsor of the league through 2027, which will provide it with plenty of time to appeal to local bettors.
The agreement was brokered by IMG, an international sports agency. The move will see Betclic replace Entain’s Bwin brand as Liga Portugal’s naming rights partner.
In addition to sponsoring the league, Betclic promised to work on a number of CSR projects with the Liga Portugal Foundation. The operator also expressed its desire to support safer gambling initiatives that seek to shield Portuguese consumers from gambling harm.
Betclic Is Committed to Supporting Professional Sports
Representatives from the league and Betclic expressed their excitement to work together. Liga Portugal’s president, Pedro Proença, personally welcomed Betclic as a sponsor of the league. He said that his team feels privileged to be able to work together with such a popular betting brand. Proença added that Betclic’s interest in Liga Portugal highlights the high level of Portuguese soccer.
Proença explained that Betclic shares Liga Portugal’s vision and ambition to promote Portuguese soccer. He concluded that his team is proud to call the league “Liga Portugal Betclic.”
Ricardo Domingues, Betclic’s head of international markets, likewise expressed his positive attitude toward the deal. He said that his company assumes its title sponsorship of the main championship in Portugal “with great pride and a sense of responsibility.”
Domingues added that he believes Betclic and Liga Portugal share the same values since both desire to develop professional Portuguese soccer and serve the soccer fans, athletes and clubs.
A few weeks ago, Betclic also became the UFC’s official partner in Portugal, France and Poland, further affirming the operator’s commitment to supporting professional sports.