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Club Atlético River Plate has entered into a long-term partnership with Kaizen Gaming, naming its leading brand, Betano, as the club’s new main and front-of-shirt sponsor. This strategic alliance signals a major milestone for both organizations, focused on global expansion, innovation, and the promotion of responsible gaming across Latin America and beyond.
The agreement reflects River Plate’s broader strategy to diversify revenue streams and increase international visibility. As one of South America’s most storied football clubs, River Plate aims to use this partnership to reach wider audiences, enhance its commercial footprint, and connect with fans around the world through a globally recognized digital gaming brand.
For Betano, the partnership significantly strengthens its position in Argentina, where it officially launched in 2023. Aligning with a powerhouse like River Plate provides a platform for the brand to expand market share, build credibility, and engage directly with one of the most passionate football fan bases in the region.
At the core of the collaboration is a shared commitment to innovation, excellence, and ethical engagement. Both River Plate and Betano have emphasized the importance of fostering a safe and responsible gaming environment. The sponsorship will be accompanied by messaging and initiatives that promote responsible gaming practices, helping to educate and protect players in a rapidly expanding digital landscape.
This focus ensures that commercial growth is balanced with social responsibility, reinforcing the brands’ reputations as leaders in their respective industries.
Beyond the commercial elements of the deal, the partnership is set to include community-focused campaigns and interactive fan experiences, combining Betano’s digital capabilities with River Plate’s cultural reach. These initiatives will aim to build stronger connections between the club, its supporters, and the broader community.
The branding presence of Betano on River Plate’s kit and throughout its media platforms will generate extensive exposure, not only in Argentina but across the global football ecosystem.
This sponsorship reflects the growing convergence of sports and gaming, where clubs and brands increasingly collaborate to drive innovation, fan engagement, and digital growth. For River Plate, the alliance is a testament to its global ambitions. For Betano, it marks a strategic move to cement its leadership in Latin America's regulated iGaming market.
Together, the two entities are poised to set a new standard in sports-business partnerships, combining world-class football with dynamic digital entertainment.
Sources: Gambling Insider, iGaming Today
