Kaizen Gaming’s Betano brand has agreed a new three-year partnership with Danish Superliga team Brøndby IF.
The agreement will see the operator serve as the club’s main partner and front-of-shirt sponsor, effective from the start of next season.
“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,” said Kaizen Gaming chief commercial officer Julio Iglesias. “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, CEO of Brøndby IF, commented: “This is not just a large and important commercial agreement, it is a strategic partnership with an organisation that matches our ambitions. 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.”
Martin Sahlertz, sales and business development manager at Brøndby IF, added: “Betano’s approach is very much in line with our vision of what a modern sports partnership should look like, with a strong focus on purposeful, brand-led content and digital engagement. Together, we aim to create activations that not only strengthen both brands but also deliver value to our fans.”
The Danish side joins Kaizan Gaming’s extensive football sponsorship portfolio, which includes Argentine giants River Plate, Portuguese clubs Porto, Sporting Lisbon and Benfica, and English Premier League club Aston Villa.
Betano is also the official global sponsor of the UEFA Europa League and UEFA Conference League.