Betano secures official sports betting partnership with Denmark’s 3F Superliga

Kaizen Gaming has strengthened its position in Denmark through a new agreement designating its Betano brand the official betting partner of the 3F Superliga, Denmark’s top-tier professional football league. The partnership, announced jointly with the Danish League Association (Divisionsforeningen), will begin with the 2025/26 season.

The move comes as Betano continues to expand its reach in Denmark, having already established partnerships with several local clubs. In May, Betano signed on as the main partner and front-of-shirt sponsor for Superliga side Brøndby IF, an agreement set to run from summer 2025 through 2028.

With the latest deal, Betano aims to strengthen its brand visibility across the country through broadcast, digital, and matchday platforms, while also supporting the league’s initiatives to boost fan engagement and grow Danish football.

Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, said: “We are proud to enter into this new partnership with the 3F Superliga – a league that is at the heart of the Danish football culture.

“At Betano, we are committed to offering responsible, engaging sports experiences, and we look forward to working with the Danish League Association.”

The sponsorship further extends Betano’s sports partnerships portfolio, which includes deals with major clubs and tournaments across Europe, such as the UEFA Europa League and UEFA Conference League.

Claus Thomsen, CEO of the Danish League Association, welcomed the collaboration. “We are very pleased to welcome Betano as the official betting partner of the 3F Superliga,” he said.

“Betano has become a major player in both international and Danish football – and with their strong focus on responsible gaming, they can contribute positively and professionally to the growth of Danish football," Thomsen added.

The partnership arrives as Denmark’s gambling market continues to evolve rapidly. A recent report by national regulator Spillemyndigheden revealed a 5.4% rise in gambling activity throughout 2024, with total gross gaming revenue reaching DKK 11 billion ($1.72 billion).

Online gambling has notably outpaced land-based gaming. Back in 2012, land-based operations accounted for over half the market, but by 2024, online gambling captured 68%. This growth trajectory has drawn interest from numerous international operators seeking a foothold, including LeoVegas, which recently expanded to operate two betting brands in the country.