Bwin seal sponsorship of Portuguese Liga Cup

08 October 2010 | Posted in Sponsorship, Soccer, Europe | By Tom Love

Austrian online gambling group, Bwin has penned a three season agreement with the Portuguese soccer league, becoming the title sponsor of the Portuguese Liga Cup competition.

The three-year deal will give the Vienna-based company naming rights to the competition, becoming official title sponsor. The cup competition will be renamed the Bwin Cup, and will run under that name until at least the conclusion of the 2012/2013 season. As part of the agreement, Bwin will display its logo on the jerseys of all players competing in the Portuguese league cup, which will hep to maintain an extensive presence at club stadiums.

Financial details of the deal have not been disclosed.

The two partners will also cooperate on media coverage, a Bwin presence on the Taça da Liga website, and the launching of a website. All TV broadcast matches will also be carried by Bwin to a global audience outside Portugal

The League Cup is organised by the Liga Portuguesa de Futebol Profissional (LPFP), the main organising body for Portuguese football. All teams in the first (Primeira Liga) and second divisions (Liga de Honra) of the Portuguese Football League, each of which is comprised of 16 clubs, take part each season.

Bwin has previously worked with Liga Portuguesa de Futebol Profissional; between 2005 and 2008 as the naming sponsor of the Portuguese Football League’s first division, retaining its status as official partner since then.

Founded in 2007, the Portuguese League Cup or, Taça da Liga, was sponsored by Danish beer brewer Carlsberg for its first three seasons. SL Benfica are the competition’s current champions and its most successful team.

Bwin is also the shirt sponsor of Spanish soccer club Real Madrid.