Brøndby IF has signed a three-year partnership with Betano, starting from the summer of 2025, where the company will become the primary sponsor and main partner for Brøndby IF’s Superliga squad.
Ole Palmå, CEO of Brøndby IF, described the new deal as more than a typical sponsorship arrangement, highlighting how well the two companies align:
“This isn’t merely a large commercial agreement; it’s a strategic partnership with a brand that shares our ambitions,” Palmå stated. “Over recent months, our dialogue with Betano revealed a remarkable alignment in our visions for collaboration. We’re genuinely excited about this partnership, which will run through the summer of 2028.”
Betano, a subsidiary of the prominent GameTech firm Kaizen Gaming, operates across 19 markets worldwide. It also already boasts high-profile relationships with European giants such as Aston Villa, Benfica, FC Porto, Sporting CP, as well as major competitions such as UEFA’s Europa League and EURO 2024.
Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, is certainly excited about Betano’s first entry into the Scandinavian market as he stated the following:
“We’re very excited about this new partnership with Brøndby IF—our first in Denmark and Scandinavia. Brøndby IF has an impressive history and a rich football culture, with passionate fans and a track record of developing Danish football legends,” said Iglesias. “For us, this is far more than a traditional sponsorship deal. Brøndby’s ambitions match perfectly with our own vision at Kaizen Gaming and Betano. We aim to contribute actively to Brøndby IF’s ongoing success and development.”
Beyond visibility on the club’s kits, Betano also plans to have collaborations which are particularly community-focused corporate social responsibility initiatives, falling in line with Brøndby IF’s existing local outreach efforts.
Martin Sahlertz, Brøndby IF’s Sales & Business Development Manager, furthered this, praising the modern approach of the partnership:
“Betano’s vision for partnerships aligns perfectly with ours—focused on impactful, brand-driven content and enhancing fan experiences through digital engagement. Together, we’ll create activations designed not only to strengthen both our brands but also to significantly enhance the fan experience.”
The deal definitely puts Brøndby IF alongside other major global football clubs as Betano expands its European footprint, hopefully enhancing the Danish club’s growth and visibility around the world.
