Kaizen Gaming, the operator of sports betting brand Betano, has secured a multi-year agreement to become the official betting partner of Denmark’s premier football league, the 3F Superliga.
The partnership will commence with the 2025/26 season, marking a significant move for both the league and Betano as they seek to enhance fan experiences and digital engagement throughout Denmark’s top-tier football competition.
The announcement was made jointly by Kaizen Gaming and the Danish League Association (Divisionsforeningen), solidifying Betano’s footprint among European football leagues.
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The 3F Superliga, known for its competitive edge and wide-reaching audience, will see Betano’s branding featured across multiple platforms and league activities.
The collaboration signifies Betano’s commitment to expanding its presence in the Nordic region and providing new offerings tailored to Danish fans.
Local football supporters can expect new activations and digital initiatives stemming from the agreement throughout the upcoming seasons.
Claus Thomsen, CEO of the Danish League Association (Divisionsforeningen), highlighted the importance of this agreement for the league’s future. He stated: “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.”
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, echoed this outlook: “We are proud to enter into this new partnership with the 3F Superliga, a league that is at the heart of the Danish football culture. At Betano, we are committed to offering responsible, engaging sports experiences, and we look forward to working with the Danish League Association.”
This partnership follows a period of strong growth for both Betano and the Danish football league, as football betting continues to claim a significant share of the Danish online gambling market.
With fresh branding and digital activations expected from the 2025/26 season onward, the alliance is set to play a key role in shaping the future of sports entertainment for Danish football fans.
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