Betclic, a French online casino and sportsbook, has signed an agreement through a deal made by IMG to become the Official Title Sponsor of Liga Portugal.
With the deal active immediately, the football league will be renamed Liga Portugal Betclic, until 2027.
Pedro Proença, President of Liga Portugal, said: “It is a privilege for Liga Portugal to associate with a market-leading brand such as Betclic.
“This partnership unequivocally demonstrates the high level of professional football in Portugal.
“Brands like Betclic share our vision and, above all, our ambition for the growth of Portuguese professional football, we are proud that our top league will be called ‘Liga Portugal Betclic’ this season.”
This title sponsorship will also include content and marketing possibilities, digital communications and rights to intellectual property.
Previously, the football league was officially known as Liga Portugal Bwin, following a similar deal made in 2021.
Ricardo Domingues, Head of International Markets at Betclic, said: “It is with great pride, and a sense of responsibility, that Betclic assumes its sponsorship of Liga Portugal – the main championship in the country, thus reaffirming our commitment to supporting football and national sport.
“We believe that the combination of the potential of both parties, aligned with a common desire to develop the competition and reinforce our values, are factors that bring us closer together with the purpose of continuing to serve people, fans, athletes, clubs, organisations and sports agents – always for an increasingly better sport.”