Soft2Bet Secures Naming Rights for Top Three Danish Football Leagues in Landmark Partnership

This initiative is part of a newly announced two-year partnership between Soft2Bet and Divisionsforeningen, the Danish professional football association, covering the 2025/26 and 2026/27 seasons. Under the agreement, Denmark’s top-tier football league will be rebranded as the Betinia Liga, while the second and third tiers will be known as the CampoBet 2. Division and CampoBet 3. Division, respectively.

Betinia and CampoBet are both prominent brands under the Soft2Bet umbrella, with Betinia focusing on sports betting and CampoBet combining both sportsbook and online casino services. The decision to use these brands reflects their strong presence in the Scandinavian market and aligns with Soft2Bet’s strategy to support and engage with local communities through sport. This is the first time that all three top tiers of Danish football will carry a commercial naming sponsor simultaneously, marking a notable step in the commercialisation and visibility of the domestic game.

Commenting on the partnership, Soft2Bet’s Chief Marketing Officer, Oksana Tsyhankova, emphasized the group’s commitment to the region: “This partnership reflects Soft2Bet’s commitment to football in Denmark. With a strong focus on localised, responsible experiences through Betinia and CampoBet, we support both the growth of the game and the communities behind it – always in line with Danish Gambling Authority standards.”

Divisionsforeningen Director Claus Thomsen also welcomed the collaboration, noting the growing stature of Danish football and the efforts made by clubs across all tiers. “We are very pleased that Soft2Bet, which operates CampoBet and Betinia, has chosen to support Danish football broadly and wants to support the growing interest in the tournaments. The fact that there will now also be a name sponsor for the third and fourth best tiers is a tribute to all the work the clubs have done to deliver a fantastic product, create ever better conditions and increase awareness of the tiers.”

The deal comes as Denmark’s gambling sector continues to expand. According to the Danish Gambling Authority, gross gaming revenue (GGR) for Q1 2024 reached DKK 7.27 billion ($1.12 billion), underlining the sector’s financial influence. In April, Soft2Bet also strengthened its global reach by naming its ToonieBet brand as the official online casino partner of the NHL’s Ottawa Senators.