A Landmark Sponsorship Deal for Danish Football
Betano, the online betting brand of Kaizen Gaming, has secured an official partnership with Denmark’s 3F Superliga, marking a significant milestone in both its local and international sports sponsorship strategy. The agreement takes effect from 18 July 2025, aligning with the kickoff of the 2025/26 Danish football season.
The deal grants Betano exclusive betting partner rights and brand visibility across all matches and digital platforms associated with the league. This includes stadium advertising, broadcast placements, and digital campaigns, ensuring strong market presence for the operator in one of Europe’s most established football competitions.
Building on Local Engagement and Global Momentum
This partnership strengthens Betano’s growing footprint in Denmark, where it already sponsors several domestic clubs. Now, with its brand linked to the top-tier national league, the company is signaling long-term intent in the Danish market.
The move also complements Betano’s wider global strategy. The brand is already recognized for its high-profile international sponsorships, including deals with UEFA competitions like the Europa League and Conference League, as well as its recently announced multi-season partnership with German giants FC Bayern Munich.
A Focus on Responsible Gaming
Key figures from both parties have emphasized the importance of responsible gaming in the partnership. Claus Thomsen, CEO of the Danish League Association (Divisionsforeningen), highlighted Betano’s positive impact:
“Betano has become a major player in both international and Danish football – and with their strong focus on responsible gaming, they can contribute positively and professionally to the growth of Danish football.”
Similarly, Julio Iglesias, CCO of Kaizen Gaming, reaffirmed the company’s commitment:
“At Betano, we are committed to offering responsible, engaging sports experiences and we look forward to working with the Danish League Association.”
This alignment with social responsibility ensures that the partnership goes beyond brand exposure and includes collaborative efforts to promote safe betting environments within the Danish sports ecosystem.
Strategic Timing Amid Rising Market Demand
The timing of the agreement is also noteworthy. As regulated sports betting continues to expand across Europe, Denmark stands out as a mature and competitive iGaming market. According to data from the Danish Gambling Authority (Spillemyndigheden), online sports betting accounts for a growing share of national gambling revenue, making strategic partnerships like this increasingly valuable.
Outlook: More Than Just a Branding Play
With the Danish Superliga commanding strong local viewership and growing international interest, this deal positions Betano to capitalize on both fan engagement and brand loyalty. For the league, the partnership brings financial support and marketing expertise, while for Betano, it offers enhanced exposure and deeper cultural integration in a key European market.
As the 2025/26 season approaches, all eyes will be on how Betano activates this partnership – from matchday campaigns to community initiatives and responsible gaming programs – to truly embed itself into the heart of Danish football culture.
