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Club Atlético River Plate has kicked off a new chapter by signing a long-term sponsorship deal with Kaizen Gaming. The agreement places Kaizen’s Betano brand on the front of River Plate’s shirts for the upcoming season, expanding the betting operator’s presence in Argentina.
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The partnership marks another move by Kaizen Gaming to strengthen its position in Latin America. Betano, launched in Argentina in 2023, has already tied its name to the national league, which now carries the title “Betano Tournament” following its agreement with the Argentine Football Association (AFA).
River Plate aims to use this deal to grow both revenue and global influence. According to Club President Jorge Brito, “Partnering with Kaizen Gaming and its brand Betano marks a significant milestone for us. Their presence in 19 international markets aligns perfectly with our global vision.”
He added that River Plate’s unmatched fan support and consistent stadium sellouts make the club an attractive partner. “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 club has made it clear that this partnership is part of a broader effort to position itself as a major global brand. General Secretary Stefano Di Carlo commented, “This agreement is the result of a long-term strategy we have been developing to consolidate the club as a global leader, backed by its institutional strength and more than 120 years of sporting success.”
Kaizen Gaming, which operates in nearly 20 countries, sees this deal as a perfect fit. Chief Commercial Officer Julio Iglesias said, “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. As soon as we started speaking with the club, we knew we had found a partner who shared our values and relentless drive to raise the bar and set the highest standards in everything they do.”
Iglesias highlighted the shared ambition between both organizations. “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.”
Local media estimate the agreement to be valued at around $6 million per year across a three-season period, though no official figures have been confirmed.