River Plate Signs Main Sponsorship Deal with Betano.

Roger Hampel

Photo Credit: Club Atlético River Plate 

Club Atlético River Plate has announced a new long-term partnership with Betano, the online sports betting and gaming brand owned by Kaizen Gaming. The agreement, unveiled this week, positions Betano as the main shirt sponsor for River Plate, starting this season — marking one of the most significant sponsorship deals in Argentine football to date.

Betano Expands Footprint in Argentina

For Betano, the partnership represents a major milestone in its Latin American expansion. The brand only entered the Argentine market in 2023, but it is already viewed as one of the country’s leading online gaming platforms. Its new association with River Plate — a club with global recognition and one of the largest fanbases in world football — offers Betano an unprecedented opportunity for brand visibility, credibility, and cultural connection.

The deal also extends Kaizen Gaming’s broader international sponsorship portfolio, which includes partnerships across 19 markets and high-profile events such as the Copa América 2024™ and the Torneo Betano de la Liga Profesional de Fútbol.

Strategic Impact for River Plate River Plate Betano

For River Plate, the agreement reflects a clear strategic goal: to enhance global visibility and diversify revenue streams beyond traditional sources. Club President Jorge Brito described the alliance as a "very important step" aligned with River’s 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,” said Brito.

The partnership follows a deliberate effort by River’s board to position the club as a global brand, supported by institutional strength, long-term planning, and over 120 years of sporting success.

Shared Vision

Executives from both organizations emphasized the shared values underpinning the agreement. Julio Iglesias, Commercial Director at Kaizen Gaming, said:

“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.”

Market Context and Broader Implications

River Plate’s partnership with Betano comes at a time when top Latin American clubs are increasingly securing multi-national sponsorships in the gaming, fintech, and consumer tech sectors. The trend reflects:

• Rising commercial value of Latin American football

• Growing global interest in fan engagement across emerging markets

• Increasing legitimacy and regulation of online betting in major economies

  
  

With clubs like River Plate now aligning with global partners, the Argentine football market is becoming a strategic battleground for premium sponsors looking to tap into massive, highly engaged fanbases.