Brøndby and Betano Sign New Three-Year Partnership: What It Means for the Club
⚡🇩🇰 Denmark’s second most decorated football club, Brøndby has signed a three-year partnership with betting operator Betano, starting in summer 2025.
Partnership with a Global Player
The agreement was signed with the Betano brand, which is part of Kaizen Gaming — one of the largest GameTech companies in the world. Starting in summer 2025, Betano becomes the main partner and shirt sponsor of Brøndby IF, which plays in the Superliga.
Kaizen Gaming already collaborates with football clubs and organizations such as:
- Aston Villa
- River Plate
- SL Benfica
- FC Porto
- Sporting CP
- UEFA (Europa League, Conference League, EURO 2024)
Betano operates in 19 markets, underscoring its scale and commitment to responsible gaming. This is a key aspect for Brøndby IF, which focuses on professionalism and sustainable development.
Alignment of Ambitions
Brøndby IF CEO Ole Palma stated:
This is not just a commercial agreement — it’s a strategic partnership with a brand that shares our ambitions. We’ve spent months in open dialogue, found common ground, and now we’re pleased to sign a deal through summer 2028.
Kaizen Gaming representative Julio Iglesias added:
This is our first partnership in Denmark and the entire Nordic region. Brøndby IF is a club with a strong football culture and history. We believe this is not just sponsorship, but a union aimed at developing the club into one of Scandinavia’s leaders.
Focus on Digital Engagement and Community Initiatives
Brøndby IF and Betano also aim to activate the partnership beyond the football pitch. The focus is on branded content and digital interaction with fans, as well as involvement in social initiatives.
The club’s Sales and Business Development Manager, Martin Salertz, noted:
Betano’s approach fits perfectly with our vision of modern partnership — meaningful content, brand focus, and digital engagement.
Additionally, Betano intends to support the club’s efforts in corporate social responsibility (CSR) by launching joint initiatives aimed at benefiting the local community.
Key Facts About the Partnership
| Parameter | Details |
|---|---|
| Parties | Brøndby IF and Betano (Kaizen Gaming) |
| Agreement Duration | 3 years (until summer 2028) |
| Role of Betano | Main partner and kit sponsor of the Superliga team |
| Betano’s International Partners | UEFA, Aston Villa, SL Benfica, and others |
| Key Focus Areas | Digital engagement, CSR, branded activations |
Conclusion
The new partnership between Brøndby IF and Betano is a significant step forward for both the club and the global brand entering the Danish market. The strategic direction of the agreement promises a noticeable impact on the team’s development and fan engagement.