Kaizen Gaming has strengthened its presence in the Danish market by securing a sponsorship agreement between its Betano brand and the 3F Superliga.
Betano has become the official betting partner of the 3F Superliga, the top level of Danish professional football, beginning with the upcoming 2025/26 season.
Based in Greece, the company has been gradually building its presence in Denmark since 2024 through a series of club-level partnerships. Denmark officially opened its gambling market to international operators in 2012.
For example, in May, Betano became the main partner and front-of-shirt sponsor of Superliga club Brøndby IF from summer 2025 to 2028.
The latest collaboration is expected to provide further visibility for Betano across the country through broadcast, digital and matchday channels, while also supporting the league’s growth and fan engagement efforts.
Julio Iglesias, Kaizen Gaming CCO, added: “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.”
Betano continues to bolster its well established sports sponsorship portfolio that includes top-flight clubs and major tournaments, most notably the UEFA Europa League and UEFA Conference League.
The new partnership marks a significant step forward in the operator’s ongoing expansion strategy across Europe.
Claus Thomsen, Danish League Association (Divisionsforeningen) CEO, added: “We are very pleased to welcome Betano as the official betting partner of the 3F Superliga.
“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.”
Chasing growth amid Denmark’s digitalisation
The Danish market holds strong prospects for operators, with a recent report from Spillemyndigheden revealing that gambling grew by 5.4% throughout 2024.
Out of five gambling categories, three of these experienced a YoY increase compared to the previous year, for a total GGR of DKK 11bn (2023: DKK 10.4bn), which is equivalent to £1.25bn.
In 2012, land-based gaming dominated in the country, accounting for over 50% of total market share, while online gambling trailed at just 31%.
However, by 2017, the two segments had reached parity. Fast forward to 2024, online gambling commands 68% of the market, while land-based has declined to just 35% – highlighting the rapid digital transformation of Denmark’s regulated gambling landscape.
The growth of this online sector since market liberalisation back in 2019 has not gone unnoticed by various international operators. Companies of various sizes have been chasing market share in the country, with LeoVegas recently taking its presence in Danish betting to two brands.
