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Liga Portugal and Bwin establish a partnership agreement for the next 5 seasons

Liga Portugal | 16/04/2021

Liga Portugal Bwin will be the new name of Portugal's major football competition from the 2021-22 season onwards

Liga Portugal and Bwin have signed a partnership agreement, valid for the next five seasons, which grants Bwin the Naming Sponsor holder of the main football competition in Portugal and which will be called Liga Portugal Bwin from July 2021 onwards.

The bond between the two institutions intends to contribute to a competition that is increasingly exciting and more attractive to the Portuguese fans, as well as to consolidate the affirmation of the Portuguese League as a reference in international markets.

Liga Portugal expresses a word of profound gratitude to NOS for the investment, dedication, commitment and spirit of innovation shown in the last seven years of the partnership, in what was the longest naming contract in history and contributed greatly to the enhancement of the entire Professional Football ecosystem.


Pedro Proença, President of Liga Portugal

"This is truly a historic moment for Liga Portugal and for all of Professional Football. A strategy that began to be outlined in 2015, when very few would have believed we could reach a sponsorship of this magnitude. This is a partnership agreement of historic values and reflects the planning work, the investment in a more entrepreneurial management and in the development and valuing of a new brand that could become a national and international reference.

Today sees the recognition of all this investment that the Liga Portugal, in conjunction with the clubs, has made in its positioning and which is now bearing fruit. When a year ago we presented a study, conducted by the Nielsen consultancy, on the potential value of our League, we were aware of the path we are heading towards and the strategy to reach it.

Bwin is a brand of reference and international credibility that belongs to the Entain group (ENT.L), a group listed on the London market, and will also be a major partner in our internationalisation strategy, an absolutely key-strategic factor for the League and for our clubs. I am sure that this new partnership will take the upcoming Liga Portugal Bwin to a level never reached before.

I must, at this moment, leave a word of gratitude to NOS, a true partner over the last seven seasons, and which has added much value to the image of our main competition."


Marcus Silva, Managing Director Entain (ENT.L), and head of Bwin

"Firstly, Liga Portugal is an entity that has a lot of credibility in the country, and is very well known. So, this agreement is of the utmost importance for our company, which is entering the Portuguese market on the right foot.

Bwin wants to be part of this partnership because, through it, we will achieve a very high market visibility. We will send a positive message to the Portuguese market, that we are here to stay, and that we stand for principles within the industry such as honest, responsible gambling, and the utmost attention to the customer.

We hope that the Liga Portugal will help us position our brand on a global level. As I said before, it is an extremely credible entity, recognised worldwide for its competition, clubs and players. Therefore, we hope that with this partnership, we will be able to jointly plan the further expansion of the brand."