Betano has been unveiled as the new main partner and shirt sponsor of Danish football giant Brøndby IF in what is the latest marketing effort from the Kaizen Gaming-owned operator.
The new deal, which is set to run for three years, will see Betano become the front-of-shirt sponsor from this coming summer, in time for the start of the 2025-26 Superliga campaign.
Brøndby IF currently sit fourth in the Superliga Championship play-off table, with just two fixtures left to play this season.
Betano first expanded its offering to Denmark in 2024, while it also boasts a significant presence across the world, including in several Latam jurisdictions as well as Bulgaria, Nigeria, Czechia, Ontario and the UK via a white-label agreement with BVGroup.
The operator has used football as a means of marketing on multiple occasions, with Betano the front-of-shirt sponsor for Premier League outfit Aston Villa, Portuguese side Porto and previously for fellow team Sporting Lisbon, as well as similar agreements with Sparta Prague and Viktoria Plzeň in Czechia and FCSB (formerly Steaua Bucharest) in Romania.
In February, Betano sponsored the Brazilian Super Cup final contest played between Botafogo and Flamengo, while also serving as the sponsor for both Brazil’s top football league, Campeonato Brasileiro Série A, and its domestic cup competition, Copa do Brazil.
More recently, Betano was unveiled as the main and front-of-shirt sponsor for Argentinian giants River Plate, which will come into effect at the conclusion of the current season.
Betano entered the Argentinian market last year as part of its global expansion plans to be in 26 markets by 2026.
From 2022 until now, Betano has sponsored the FIFA World Cup and last year’s Euros and Copa América tournaments.
Reflecting on this latest partnership, Julio Iglesias, Kaizen Gaming chief commercial officer (CCO) said: “We are very excited about this new partnership with Brøndby IF – our first in Denmark, where Betano launched just last year, and in Scandinavia as a whole.
“Brøndby IF has one of the greatest histories and football cultures in Denmark, it has developed some of the country’s greatest legends and is backed by incredibly passionate fans.
“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.”
Ole Palmå, Brøndby IF CEO, noted: “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.”
Betano’s parent company, Kaizen Gaming, is an international player with a documented responsible approach to gaming, an established presence in 19 markets and partnerships with renowned sports clubs and organisations including Aston Villa, Argentina side River Plate and Portugal’s ‘Big Three’ clubs SL Benfica, FC Porto and Sporting CP, as well as UEFA for the Europa League, the Conference League and Euro 2024.
“We are therefore very pleased that this agreement places us on the international stage, where responsibility and professionalism are key values for all parties,” Ole Palmå added.
As part of the sponsorship agreement, Betano has pledged to support Brøndby IF’s positive community impact, as it does with all sports team partners.
The post Betano secures front-of-shirt and main sponsor status with Brøndby IF first appeared on EGR Intel.
Kaizen Gaming-owned operator’s deal with Danish football club will commence in the summer, as company lauds latest marketing move as “more than a traditional” sponsorship
The post Betano secures front-of-shirt and main sponsor status with Brøndby IF first appeared on EGR Intel.