Historic Rebranding of Denmark’s Football Pyramid
In a groundbreaking move for Scandinavian sports marketing, Soft2Bet has secured naming rights for Denmark’s top three football divisions through a partnership with Divisionsforeningen (Danish Professional Football Association). The two-year deal will see:
First Division renamed Betinia Liga (after Soft2Bet’s Betinia sportsbook)
Second Division rebranded CampoBet 2. Division
Third Division rebranded CampoBet 3. Division
This marks one of the most comprehensive league sponsorship deals in Danish football history, covering the 2025/26 and 2026/27 seasons.
Strategic Play in Scandinavia’s Lucrative Market
The agreement underscores Soft2Bet’s aggressive expansion in Nordic markets, where:
Denmark’s gambling market generated DKK 7.27bn ($1.12bn) in 2024 GGR
Online betting accounts for over 60% of total gambling revenue
Football remains the most wagered-on sport (38% of all bets)
By aligning its Betinia and CampoBet brands with Denmark’s football pyramid, Soft2Bet gains:
Unprecedented brand visibility across 72+ clubs
Direct engagement with Denmark’s 1.2 million+ football fans
Market differentiation in competitive Scandinavian iGaming space
Why This Deal Matters for Danish Football
The partnership represents a significant revenue stream for Danish football at a time when:
Broadcasting rights face downward pressure
Commercial sponsorships become crucial for club sustainability
Grassroots funding needs continue growing
Divisionsforeningen’s Commercial Director stated:
“This landmark agreement ensures financial stability for our leagues while connecting fans with innovative betting experiences.”
Soft2Bet’s Growing Sports Marketing Playbook
This deal follows Soft2Bet’s broader sponsorship strategy, including:
Esports team sponsorships (Counter-Strike, Dota 2)
Tennis tournament partnerships (ATP Challenger events)
Regional casino sponsorships in emerging markets
The Danish football deal represents their most ambitious sports marketing play to date, potentially serving as a blueprint for similar moves in:
Sweden’s Allsvenskan
Norway’s Eliteserien
Finland’s Veikkausliiga
Industry Impact and Future Implications
The sponsorship signals several key trends:
Alternative revenue models for European football leagues
Increased iGaming integration with professional sports
Market-specific branding strategies in regulated gambling markets
As Denmark’s Betinia Liga kicks off in August 2025, industry watchers will monitor:
Fan reception to renamed competitions
Commercial success for participating clubs
Potential replication in other European markets
Conclusion: A New Era for Danish Football Commerce
Soft2Bet’s comprehensive naming rights deal represents a pivotal moment for both Scandinavian football and sports betting industries. By embedding its brands directly into Denmark’s footballing infrastructure, the company gains unmatched market penetration while providing clubs with vital financial support.
The coming seasons will reveal whether this becomes a sustainable model for football financing or prompts debates about sporting integrity and commercial influence. Either way, it marks a bold new chapter in the convergence of sports and gaming industries.
