Betano Signs Three-Year Partnership with Brøndby IF, Marking Danish Market Debut

As part of the agreement, Betano will become the main partner and shirt sponsor for Brøndby’s Danish Superliga team, with the sponsorship set to go live this summer and run through to the end of the 2027/28 season.

This partnership marks Betano’s first foray into both Denmark and the broader Scandinavian region, reflecting the operator’s growing global ambitions. The deal includes prominent Betano branding on Brøndby’s home and away kits, as well as visibility around the club’s matches and digital platforms.

Brøndby IF CEO Ole Palmå praised the partnership, describing it as more than just a commercial agreement. “This is not just a large and important commercial agreement – it is a strategic partnership with an organisation that matches our ambitions,” he stated. “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.”

Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, echoed Palmå’s sentiment and expressed enthusiasm for the collaboration. “We are very excited about this new partnership with Brøndby IF – our first in Denmark and in Scandinavia as a whole,” Iglesias said. “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 move positions Betano alongside Brøndby in a high-profile rivalry with FC Copenhagen, whose main sponsor is competing betting brand Unibet. The partnership also follows Betano’s recent expansion into Latin America, including a high-profile agreement with Argentina’s Club Atlético River Plate earlier this month.