Betano has made a major step in expanding its presence in the regulated market of Denmark by signing a three-year deal as the main shirt sponsor of Danish football club Brøndby IF.
This agreement marks the first shirt sponsorship for Betano in the country, following its official entrance into the Danish market in 2024, and with that, its debut in Scandinavia.
Starting this summer, Betano, the Kaizen Gaming-owned brand, will have its logo featured on the jerseys of Brøndby IF, consequently cementing a strategic partnership to enhance both brand visibility and fan engagement.
Ole Palmå, CEO of Brøndby IF, highlighted the importance of the partnership between the two companies by saying:
This is not just a large and important commercial agreement – it is a strategic partnership with an organisation that matches our ambitions. Over the past months, we have had a strong dialogue with Betano about what such a collaboration could look like and our views have been totally aligned. We are therefore very pleased with this agreement and the partnership, which will run until the summer of 2028.
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, echoed Sahlertz’s sentiment, underlining the long-term vision of this collaboration:
We see this partnership as far more than a traditional sponsorship. The club’s ambitions align with those of Kaizen Gaming and Betano, and we want to be a partner that contributes to Brøndby IF’s continued development as one of the leading football clubs in Scandinavia.
This is not the first sponsorship deal for Betano, as the company enjoys a growing portfolio of sponsorships that includes popular football clubs such as Aston Villa in the Premier League and River Plate in Argentina, and recently extended its contract with Formula 1 legend Felipe Massa as brand ambassador.
Additionally, the operator was also an official partner of UEFA Euro 2024, and also has sponsorship deals with UEFA for the Europa League and Europa Conference League.
Consequently, this latest move only reinforces Betano’s strategy to rely on lucrative sports partnerships to further expand its presence in key regulated international markets.
