Betano Picks Danish Superliga Club Brøndby IF’s Shirt Sponsorship

Kaizen Gaming’s online betting brand Betano, which has been establishing a large footprint in football sponsorship, has become the main partner and shirt sponsor of Danish Superliga club Brøndby IF in a three-year deal beginning this August.

Betano – a sponsor of Euro 2024, UEFA’s Europa and Conference Leagues as well as shirt sponsor of Premier League Aston Villa and Argentina’s River Plate – launched in Denmark in 2024. Brøndby IF will be its first sponsorship in the country.

“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,” said Julio Iglesias, chief commercial officer at Kaizen Gaming.

“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.”

No value was given for the deal that will position Betano with one of Denmark’s leading clubs in a market where online betting grew 5.4% last year.

The sponsorship will include an element of corporate social responsibility (CSR) within it, with several local community initiatives.

“This is not just a large and important commercial agreement – it is a strategic partnership with an organisation that matches our ambitions,” added Ole Palmå, CEO of Brøndby IF.

“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.

“We are therefore very pleased that this agreement places us on the international stage.”

Insideworldfootball.com