Betano extends AC Sparta Praha deal and seals title rights to Danish Cup
Kaizen Gaming-owned operator announces its second and third football sponsorship deals this month, as online giant continues to flex global marketing muscle
Betano has extended its front-of-shirt sponsorship agreement with Czech football club AC Sparta Praha for three years while also inking fresh terms to become the title sponsor for the Danish Cup.
The new agreement will see the Betano logo remain on the front of Sparta Praha’s A-team, B-team and first women’s team shirts until 2029. The pair first joined forces in 2023.
The firm said various fan activations and projects with the club would continue, including the corporate social responsibility commitments surrounding the accessibility of the team’s home stadium, the epet ARENA.
In Denmark, Betano will hold the title rights for the Danish Cup for the 2026-27 season, with an option in the agreement to extend the partnership.
The previous title sponsor for the tournament, organised by the Danish League Association (DLA), was Oddset, the sports betting brand of the state-owned national lottery Danske Spil.
Oddset initially struck a four-year deal with the DLA in 2023, and has seen out three of those years.
Kaizen Gaming, which owns Betano, said the deal formed part of its wider marketing strategy. The tournament will be known as the Betano Pokalen.
Betano is already the official betting partner of the country’s main domestic league, the 3F Superliga. The operator announced its front-of-shirt sponsor of top Danish side Brøndby IF in May last year for the 2025-26 season.
Julio Iglesias Hernando, chief commercial officer at Kaizen Gaming, commented on the Sparta Praha deal: “We are truly delighted to extend our partnership with AC Sparta Praha until 2029,” he said.
“Over the past three years, we have built a profound relationship founded on mutual trust and a shared pursuit of excellence.
“This renewal reinforces our commitment to Czech sport and its fans, aligning perfectly with our global strategy of partnering with elite sporting institutions that represent the very best the international stage has to offer.
“At the same time, we remain dedicated to shaping a safe, reliable and responsible gaming environment for everyone.”
On the Pokalen agreement, Iglesias said: “We are delighted to enter into this new agreement with the DLA for the Danish Cup competition.
“We aim to partner with the leading sports organisations in every market where we operate, sharing our passion for sports and supporting the sports community.”
One month since Kaizen reached Decacorn status, Betano continued its global football marketing push with a Tottenham Hotspur training kit sponsorship.