SBC News Voice of the Sports Betting Industry
Soft2Bet has announced a partnership with the Divisionsforeningenin to sponsor the top three Danish football divisions.
Covering the next two seasons, Soft2Bet, owner of betting brands Betinia and CampoBet, will officially rename the leagues; the top flight will be rebranded Betinia Liga, while the second and third will be known as CampoBet 2 Division and CampoBet 3.
Oksana Tsyhankova, CMO of Soft2Bet, commented: “This partnership reflects Soft2Bet’s commitment to football in Denmark.
“With a strong focus on localised, responsible experiences through Betinia and CampoBet, we support both the growth of the game and the communities behind it—always in line with Danish Gambling Authority standards.”
Soft2Bet has also stated that it will also support local football initiatives, with a focus on talent development, fan engagement and youth participation.
“We are very pleased that Soft2Bet, which operates CampoBet and Betinia, has chosen to support Danish football broadly and wants to support the growing interest in the tournaments,” added Claus Thomsen, Director of the Divisionsforeningen.
“The fact that there will now also be a name sponsor for the third and fourth best tiers is a tribute to all the work the clubs have done to deliver a fantastic product, create ever better conditions and increase awareness of the tier.”
Dedication to Denmark
Malta-based Soft2Bet has placed some focus on the region for a while. Last year, it brought its aforementioned CampoBet brand to the country, offering casino and sports betting products to players in the Scandinavian nation. Betinia was launched there the year prior.
Around this same time, Soft2Bet Head of Country Teams, Peter Noer, detailed that the firm has “had its eyes set on Denmark as a potential market to expand into for some time now” – particularly as it continued to grow its presence in the Nordics.
“When we launched our brand, Betinia in Sweden last year, we saw a big impact on our player base in the market, which quickly overtook our other two existing brands YoyoCasino and Campobet there,” Noer said.
“In general, the Danish market continues to grow in the online casino and sports betting verticals so we believe there is an opportunity to go in and secure a market share, slowly expanding our activity and footprint in the region.”
Soft2Bet becoming the face of Danish football comes as the betting sector continues to grow at a steady rate. Revenue in 2024 hit DKK7.27bn (£811.2m), which surpassed the DKK6.80 billion posted in the previous year.
Sports betting was ranked second for total revenue, with this rising 1.2% year-on-year to DKK2.21bn.
