The Portuguese Basketball Federation has expanded its sponsorship portfolio to include French sports betting operator Betclic.
Betclic will strengthen its brand visibility and marketing capabilities in the Portuguese sports and sports wagering space as a result of the three year deal, with the Portuguese Basketball League being renamed the Betclic League.
Pureza Sousa, Country Manager of Betclic Portugal: “Betclic’s entry as the main sponsor of the basketball league represents a firm step in our ambitions of wanting to bring to national sport a new paradigm of visibility that we have not been able to achieve in certain sports, namely basketball with the Betclic League.”
The partnership protocol signed between the sports betting operator and basketball league will initiate prior to the forthcoming sporting season, having coincided with the draw for the sports calendar.
Betclic was able to strengthen its brand visibility in the Portuguese market throughout the UEFA 2020 European Championship, launching an advertising campaign featuring Cristiano Ronaldo’s famous ‘Andar bater, tu bates bem – ‘Come here, You Knock it Well’ mathday war cry.
The Portugal captain and star striker famously shouted the words during Portugal’s 5-3 penalty victory against Poland in the quarter finals of the tournament, with the team going on to beat Wales in the semi-finals and France in the concluding match to lift the UEFA European Championship trophy for the first time in its history.
Meanwhile, the bookmaker has also strengthened its foothold in the French sports sector, becoming the principal sports betting partner of the National Rugby League (LNR) – including sponsorship of the top-fight Top 14 – in April 2021,
The firm has also served as the official sports wagering platform of Ligue 1 and Ligue 2 football since 2020 under the terms of a separate three-year deal.