Betano expands its partnership with the Czech Republic’s leading football club and is named title sponsor of the Danish Cup
Kaizen Gaming’s Betano brand has extended its shirt sponsorship deal with Czech Republic’s most successful football club, AC Sparta Praha.
Having served as Sparta’s general partner since 2023, the new three-year agreement runs until the end of the 2028/29 season and will see Betano’s logo feature on the shirts of Sparta’s A-team, B-team and first women’s team.
“The three-year partnership with Betano has brought benefits to both sides, and I am very glad that it will continue,” said AC Sparta Praha CEO Tomáš Křivda. “Sparta is a brand with weight and reach in Czech sport, and the partnership reflects that. Together we are setting the standard in Czech sport for what such a relationship should look like. It does not stop at a logo on the shirts.
“Together we have prepared a range of activations for fans, offered them attractive competitions and experiences, and opened up topics beyond the pitch as well, such as stadium accessibility. All with a clear focus on the fan. It works because we are pursuing the same goal. Extending it for another three seasons is therefore a logical step, and I believe we will build well on the work we have started.”
Kaizen Gaming chief commercial officer Julio Iglesias Hernando commented: “We are thrilled to be extending our partnership with AC Sparta Praha until 2029. Over the past three years we have built a deep relationship founded on mutual trust and a shared pursuit of excellence.
“This extension confirms our commitment to Czech sport and its fans and fits perfectly into our global strategy of partnering with elite sporting institutions that represent the very best on the international scene. At the same time, we remain dedicated to building a safe, reliable and responsible gaming environment for everyone.”
Roman Maco, Betano country manager for the Czech Republic, added: “Sparta is the most storied historic club in the Czech Republic, and this extension proves our determination to invest responsibly in this market.
“We are extremely proud of our joint initiatives in accessibility and inclusion, which have made epet ARENA a welcoming place for all Sparta fans. We want to keep pushing boundaries and further improving the experience for fans.”
Betano also confirmed this week that it has become the title sponsor of the Danish Cup, which will be known as the Betano Pokalen, adding to its existing sponsorship of the top tier 3F Superliga.