Kaizen Gaming has further expanded its sports sponsorship activities, as it secures an agreement between its Betano brand and the Romanian Football Federation.

The partnership will cover three seasons of Romanian football, and see the betting and gaming brand secure the naming rights to the Romanian Cup knockout tournament. 

Greek igaming group Kaizen is active in multiple territoires, and has established some brand recognition in Romania already via partnerships with local football clubs FCSB and Universitatea Craiova.

Julio Iglesias Hernando, Kaizen Gaming CCO, said: “Our partnership with this historic football association marks a milestone for Kaizen Gaming and for our brand Betano. 

“We have been supporting Romanian sports since the start of our operations in the country, six years ago this month; Cupa Romaniei Betano consolidates our commitment to the country’s sporting community and football in particular, the sport we all love.” 

Outside of Romania, Kaizen maintains deals with clubs in its home market of Greece –  POAK and Olympiacos – as well as with Portuguese sides Sporting Lisbon, Benfica and FC Porto, Bulgaria’s Lokomotiv Sofia and Brazil’s Atletico Mineiro and Fluminense.

The firm’s deal with the FRF comes amid a format restructuring to the Romanian Cup, in order to allow for more matches and improve fan engagement opportunities.

“The oldest football competition in Romania receives the support of Betano the same year it is being reinvented,” added Răzvan Burleanu, President of the Romanian Football Federation.

“By implementing a new, modern, competitive format, one that is much more attractive and more dynamic, we expect to improve the level of play and strengthen the clubs’ relationships with their supporters. 

“I am sure that in the coming years, the support of our new main partner will contribute to the growth of this popular event.”