River Plate Secures Major Deal with Betano

Avatar
Image credit: Celso Pupo / Shutterstock.com

Club Atletico River Plate has unveiled a landmark partnership this week, naming Betano, the online sports betting and gaming brand owned by Kaizen Gaming, as its principal shirt sponsor starting this season — marking one of the most significant sponsorship deals in the history of Argentine football.

Betano Grows Presence in Argentina

For Betano, the agreement represents a major milestone in its expansion across Latin America. Having only entered the Argentine market in 2023, Betano has swiftly become one of the country’s leading online gaming platforms.

Partnering with River Plate, a globally renowned club with one of the largest supporter bases in world football, provides Betano with a powerful opportunity to boost brand visibility, strengthen credibility, and connect culturally with passionate fans.

This deal also bolsters Kaizen Gaming’s growing international sponsorship portfolio, which now spans 19 markets and includes headline events such as Copa América 2024™ and the Torneo Betano de la Liga Profesional de Fútbol.

Strategic Gains for River Plate

For River Plate, the alliance underscores a key strategic objective: to elevate global exposure and diversify income streams beyond traditional revenue models. Club President Jorge Brito described the deal as a “very important step” that aligns with the club’s broader international ambitions.

“Kaizen Gaming and Betano are aligned with our global outlook, and they have shown strong marketing performance through major tournaments. River Plate continues to grow, filling our stadium with over 85 consecutive sell-outs, and we’re excited to welcome Betano into our community,” he said via press release.

It follows a concerted effort by River’s leadership to establish the club as a global brand, driven by institutional strength, long-term vision, and more than 120 years of footballing excellence.

A Shared Vision

Leaders from both organisations pointed to aligned values and mutual ambitions at the heart of the agreement.

Commercial Director at Kaizen Gaming, Julio Iglesias, emphasised the shared values and mutual ambitions at the heart of the agreement.

“River Plate is a globally respected club with unmatched passion and a massive fanbase. We quickly realized that our values, ambition, and vision align closely. This isn’t just a marketing deal — it’s a long-term partnership built on trust and mutual goals,” he said via press releaseIndustry

Landscape and Wider Impact

River Plate’s deal with Betano reflects a wider trend across Latin American football, where top clubs are increasingly attracting multinational sponsors from the gaming, fintech, and consumer tech sectors. The trend highlights:

  • The rising commercial appeal of Latin American football
  • A surge in global interest in fan engagement across emerging markets
  • The growing regulation and legitimacy of online betting in major economies

As clubs like River Plate forge joint ventures with global brands, the Argentine football landscape is fast becoming a strategic hub for sponsors seeking access to large, engaged fan communities.

Previous ArticleNext Article

Glasgow City FC and ALT Champion Sustainable Women’s Football

Avatar
Image credit: Insta_Photos / Shutterstock.com

Glasgow City FC has confirmed a new deal, which the club believes could serve as a model for funding a sustainable future for women’s football.

Glasgow City FC introduced the City Collective at the start of the 2025/26 season, a sponsorship model for female-led, purpose-driven businesses and cultural organisations that reflect the club’s values, fostering a network of mutual benefit.

The City Collective has now secured title sponsorship from ALT, a Glasgow-based creative campaigns agency led by co-founder Laura Haggerty.

At its heart, ALT specialises in strategic use of media and digital channels, and they build on this expertise by working with a collective of external experts, the ALT Collective, which includes specialists in brand design, PR, web development, and insight.

Glasgow City FC Head of Commercial Stef McLoughlin, expressed the values that guide the club and its community.

“‘Well behaved women seldom make history’ is an ethos we carry into everything we do. In the words of our co-founder, Laura Montgomery, it honours the many women who have defied expectations to make change and speaks to our players, our supporters and our community who continue to do the same,” she said via press release.

“Laura and ALT are the types of individuals and businesses we dreamed of attracting to the City Collective, and we’re thrilled they’ve seen the potential to partner with us in such a meaningful way.”

Founded in 2018, ALT is a creative campaigns agency that has quickly established a strong presence in women’s sport and beyond, delivering marketing campaigns for national and club-level women’s competitions, as well as the World Boxing Championships, which this September featured men’s and women’s bouts on equal footing.

ALT Co-founder Laura Haggerty, reflected on the shared vision between the agency and the club.

“When I heard about the club’s desire to combine Glasgow’s female business, cultural and sports leaders under one network, I knew instantly we shared values. I am convinced the City Collective can mature, not only being of great mutual benefit to the club and its supporters, but become a brilliant template for all women’s football teams to follow that will help galvanise and grow its support base and advocates,” she said via press release.

“I’m so proud ALT will be working in partnership with the club to improve its standing in the city, and create lasting, tangible opportunities for powerful women to connect with each other across the city.”

This alliance sets a new benchmark for women’s football, promoting both sustainability and growth by creating lasting opportunities, strengthening community engagement, and providing a model for other clubs to follow.

Macarthur Bulls Strengthen Ties with Better Life Mobile

Avatar
Image credit: Macarthur Bulls FC

Macarthur Bulls FC has confirmed that Better Life Mobile will join the club as a major supporter for the current season.
This new alliance brings together two organisations dedicated to value, community involvement and inclusion, with Better Life Mobile set to feature on the sleeve of the Bulls’ 2025/26 jersey.

Better Life Mobile is Australia’s “fair mobile phone company,” operating as a certified social enterprise through Social Traders and earning global recognition for its innovative efforts to keep vulnerable communities connected.

Its social impact has been acknowledged internationally, with the company receiving the Most Impactful MVNO award at the MVNO Nation Awards in Spain for both 2024 and 2025 ceremonies, highlighting its leadership and commitment to environmental, social, and governance (ESG) excellence.

Better Life Mobile began when its founders, Russel and Adrian, set out to help people experiencing homelessness access affordable mobile service, a need they saw was being ignored. Since then, the mission hasn’t changed: to make mobile phone use more equitable and affordable for everyone.

Through its connection with Macarthur Bulls, Better Life Mobile will offer members, fans, and club staff access to its prepaid mobile and internet services delivering strong coverage, flexible plans, and competitive pricing, while supporting the club’s commitment to affordability and community accessibility.

Better Life Mobile CEO Ante Zizic, shared his enthusiasm for the new collaboration.

“Partnering with Macarthur Bulls is a perfect match for Better Life Mobile. We believe strongly that access to affordable, transparent mobile and internet services is a key enabler for community participation and connectivity. By working together with the Bulls, we can offer supporters and members a real alternative in telecommunications – one without hidden fees, one that supports inclusion, and one that gives value. We’re excited to play our part in the club’s success and its connection with the local community,” he said via press release.

Macarthur Bulls FC Chief Commercial Officer Mark Jensen, reflected on the significance of the new collaboration for both the club and its community.

“We are thrilled to welcome Better Life Mobile as a major partner of the Macarthur Bulls,” he said via press release.

“This partnership strengthens our commitment to making our club accessible, community-focused and future-facing. With Better Life Mobile’s flexible and fair prepaid mobile and internet solutions, our supporters, players and volunteers will benefit, and the club’s reach and digital engagement will be enhanced. We look forward to a successful and dynamic collaboration.”

Better Life Mobile seeks to give back to the community through a range of social initiatives, providing mobile phones with free credit to those most in need. Its annual “Santa Calls” campaign supplies community organisations and welfare agencies across Australia with free phones and call credit.

Most Popular Topics

Editor Picks

Send this to a friend