How did you close these important agreements with Sporting, Benfica and FC Porto? What are your scope and specific goals?
Sponsoring sports, clubs and athletes is something we have been doing at Kaizen since the beginning of our operations. Since 2019, the year in which Betano began operating in Portugal, we have sponsored SC Braga and Marítimo. The partnerships with Sporting, Benfica and now also with FC Porto are the affirmation of our commitment to the Portuguese market, in which we are ambitious and where we want to continue to grow up.
What do these big clubs represent for Betano?
Working with big clubs, with such a rich history in Portugal and internationally, is proof that we always want to be associated with teams that are committed to work and have aspirations. Sporting, Benfica and FC Porto, along with SC Braga, are the four biggest and most ambitious clubs in Portugal. We are very happy with the results we have obtained since we started operating the Betano brand in Portugal, but we want to continue to evolve and go further, promoting values that we share with our partnering clubs.
Why do many sportsbooks choose traditional football clubs?
Sports, especially football, are the main focus of our business. It is natural that we want to be directly related to sports, whether through sponsorships or other actions. Our audience is passionate about football and sports in general, so connecting to this phenomenon is an expected step.
How does the company deal with sensitive issues such as social responsibility?
Social responsibility is also an essential part of our business model. Within this policy, we analyze each action to identify where our footprint can be maximized. Sport is one of the main pillars on which we focus our attention. Therefore, we have implemented an extensive sponsorship plan to support sports through agreements with clubs and teams, as well as athletes in the various countries in which we operate. In Portugal, we launched Heróis Betano, Kaizen Gaming’s Social Responsibility program, which over the past few months has been particularly active, with initiatives aimed at the most diverse sectors of society affected by the pandemic. Recently, we have also developed a support program for athletes and amateur sportsmen, whom we will help to fulfill their sporting dreams and goals.
Are you planning to expand into other sports, or more modern segments like Esports?
Our sponsorships for Belenenses and FC Porto already include other sports, such as handball, basketball or rugby. Regarding Esports, although these bets are not yet authorized in the Portuguese market, we are sponsors of an important FIFA player in Portugal: JOliveira10. Without a doubt, it would be a very important step, both for regulated online gaming operators and for sports athletes, if Esports were to be included in the regulated operators’ product portfolio.
Which are the advantages of the Portuguese regulated gaming model? Do you think it can be replicated in other European countries?
The Portuguese online gaming market is well regulated. Through various responsible gaming tools, it safeguards the interests and safety of players. However, there is still lack of options in the regulated online gaming market, such as Esports, Virtual Gaming and Live Casino. These verticals would not only benefit the Portuguese state, but also defend users from unlicensed operators that offer these online gaming options. In that sense, it is crucial to bring these products to the regulated market, as this is the only way to responsibly ensure the protection of players.
What is your current vision of the European market?
We want to establish ourselves as one of the leading companies in Europe. Having worked on our own technology platform, we have created a solid path towards that goal. We have also taken safe steps towards new markets.
What projects and ideas do you have for the rest of 2021 and beyond?
Our priority is to boost all the assets that we have recently incorporated, with a main focus on our sponsorship program, in order to be together with fans and sports lovers.