Betano branding will appear on Benfica kit sleeves through 2027. (SL Benfica)

Portuguese soccer giants Benfica has announced the multi-year renewal of its sponsorship agreement with international sports betting company Betano.

Betano, which was Benfica’s first official sleeve sponsor, will continue in the role, as well as serving as the official betting sponsor of the club, through to the end of the 2026-27 season.

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The two will also collaborate on co-branded advertising, and Betano will also sponsor the sleeves of Benfica’s B-team and its U23 age group side.

Betano is expanding its presence in the global soccer market and recently secured title sponsorship for the top-tier leagues in Argentina and Brazil and will be the shirt sponsor of English Premier League side Aston Villa next season. 

The firm will also sponsor the Copa America and UEFA Euro 2024 national tournaments in mid-2024. 

Meanwhile, telecommunications giant Deutsche Telekom has announced a new technical partnership with German top-flight side Eintracht Frankfurt.

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The German telecoms provider, one of the largest in Europe, will support Eintracht’s digital business expansion in an initial contract that will run through the end of June 2025.

This will include aiding digital advancements and growing the fan experience around Eintracht’s Deutsche Bank Stadium.

Internet of Things (IoT) technology will be implemented around the arena, including route guide sensors, robots for kiosk delivery, and digitalized irrigation.

Elsewhere, French Ligue 1 outfit AS Monaco has extended its partnership with high-end furniture brand Roche Bobois through the 2024-25 season.

Having been a partner of the club for the last three years, Roche Bobois currently provides furniture for its titular VIP lounge at AS Monaco’s Louis II Stadium and will continue to do so for another season.