Soft2Bet's betting brands sign naming rights deal with Danish football

Soft2Bet has signed a sponsorship agreement with the Divisionsforeningen, the association representing Danish men's professional football clubs. Under the agreement, Danish football's divisions are set to undergo naming changes.

The multi-season arrangement, commencing with the 2025/26 season and continuing through the 2026/27 season, impacts Denmark's 1st, 2nd, and 3rd divisions. Each division will adopt a new official name tied to Soft2Bet's betting brands:

• The 1st Division will be known as the Betinia Liga
• The 2nd Division will be designated the CampoBet 2nd Division
• The 3rd Division will become the CampoBet 3rd Division

Divisionsforeningen stated that the partnership aims to further develop Danish football. The initiative involves efforts to increase public awareness and provide support for clubs and players competing across the country. The stated intent is to cultivate community involvement and support the progression of football at various levels within Denmark, added the association.

"We are very pleased that Soft2Bet, which is behind CampoBet and Betinia, has chosen to support Danish football broadly and wants to support the growing interest in the tournaments," says Claus Thomsen, director of the Divisionsforeningen.

"The fact that there will now also be name sponsors for the third-best and fourth-best divisions is a tribute to all the work the clubs have done to deliver a fantastic product, create ever-better frameworks and increase awareness of the divisions."

“This partnership marks an important step in our commitment to Danish football,” says Ole Hetman, Scandinavian Director at Soft2Bet. “We have a clear focus on local engagement and responsible gaming experiences."

"At Betinia and CampoBet, we support both the development of football and the local communities it is a part of – all in accordance with the Danish Gambling Authority’s guidelines.”

The sponsorship also includes plans for specific initiatives and campaigns to connect fans with clubs and generate interest around matches nationwide.

Soft2Bet operates betting the Betinia and CampoBet platforms in Denmark. Last year, Betinia was shortlisted EGR Marketing and Innovation Awards categories.

The Danish League, representing the 48 clubs in the country's top four tiers – 3F Superliga, Betinia LIGA, CampoBet 2nd Division, and CampoBet 3rd Division – works to maintain elite football in Denmark.