Argentine football giant River Plate has officially signed a long-term sponsorship agreement with online betting brand Betano, marking a significant milestone in the club's history. The announcement, made on May 6, 2025, signifies the end of River Plate's previous partnership with betting company Codere, which was valued at approximately $3.5 million per season. The new deal will see Betano’s logo prominently displayed on the front of River Plate’s kits starting this season.
Kaizen Gaming, the parent company of Betano, operates in 19 international markets, which aligns perfectly with River Plate's strategic vision for global expansion. This partnership aims to enhance River Plate's brand exposure on the international stage while also diversifying the club's revenue streams. River Plate’s General Secretary, Stefano Di Carlo, emphasized the importance of this agreement, stating, "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."
Jorge Brito, President of River Plate, expressed excitement about the partnership, highlighting the marketing prowess of Kaizen Gaming, particularly through its involvement in major tournaments like the CONMEBOL Copa América and the Betano Tournament of the Professional Football League. Brito noted, "River Plate is 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."
The sponsorship comes at a time when Betano is actively expanding its presence in the football world, having recently become the front-of-shirt sponsor for English Premier League club Aston Villa. This strategy not only elevates Betano's profile but also connects the brand with a diverse and passionate audience. Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, remarked, "River Plate is a global footballing institution with one of the largest fan bases in the world and a history dating back over 120 years. The club and its 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."
In addition to the financial benefits, the partnership is also about fostering a positive social impact within local communities. Kaizen Gaming has committed to promoting responsible gaming and supporting various corporate social responsibility initiatives as part of their collaboration with River Plate. This approach underscores the company's dedication to creating safe and controlled environments for players.
As River Plate embarks on this new chapter with Betano, the club is not only looking to enhance its financial standing but also to solidify its position as a leader in the global sports arena. The partnership is a testament to River Plate's long-standing commitment to innovation and excellence in sports marketing, as well as its ability to forge strong relationships with leading global brands.
The excitement surrounding this new sponsorship is palpable among River Plate fans, who have witnessed their club's evolution over the years. The addition of Betano as a main sponsor is expected to bring fresh energy and opportunities for the club, both on and off the pitch. As the season progresses, all eyes will be on River Plate to see how this partnership unfolds and what it means for the club's future.
In summary, River Plate's alliance with Betano is a forward-thinking move that reflects the club's ambition to thrive in an increasingly competitive global market. With a rich history of over 120 years and a passionate fan base, River Plate is well-positioned to leverage this partnership for continued success and growth.
