Bwin To Become Naming Sponsor For Portuguese Football League Next Season

Bwin To Become Naming Sponsor For Portuguese Football League Next Season

Austrian betting company, who sponsored the league from 2006–2008, finalised their naming sponsor agreement with Liga Portugal.

Liga NOS To Become Liga Portugal Bwin

As we reported back in 2020, NOS would not extend its' contract with Liga Portugal. Now, Bwin has replaced the telecom company after penning the agreement with the Portuguese football governing body.

According to A Bola, the contract is worth 7 million euros per year and will run for five seasons.

This figure is higher than the 5.5 millions/year offered by Betano another betting firm that competed for the naming sponsor, and the 4.8 millions/year of the previous contract with telecom company NOS.

Marcus Silva, Bwin's representative, said : "We will send a positive message to the Portuguese market: that we have arrived to stay and that we defend the principles within the industry as honest, responsible and with maximum customer attention."

Meanwhile, Pedro Proença, President of Liga Portugal, commented: "Bwin is a brand with international credibility [...] I am sure that this relationship will begin push the future of Liga Portugal Bwin to a level never reached before."

However, bookmaker Betano is now claiming that it already had an agreement with Liga Portugal before Bwin and that the Portuguese football governing body suddenly dropped Betano in favour of the Austrian betting firm.

This prompted Betano to push for legal action against Liga Portugal and even send a letter to 18 teams playing in the Liga Portugal, criticising the governing body.

The case is still going, but for now, the name of the Portuguese 2021-22 season will again feature Bwin.

What do you think of Bwin obtaining the naming sponsor for Liga Portugal again? Tell us in the comment section.