June 20 – Online Malta-based bookmaker Soft2Bet has agreed a two-year deal with Denmark’s Divisionsforeningenin to sponsor the second, third and fourth tiers Danish football.
Soft2Bet will activate the sponsorship via its brands Betinia and CampoBet. The top flight will be rebranded Betinia Liga, while the second and third divisions will named CampoBet 2 Division and CampoBet 3.
No value was given for the sponsorship.
Betinia launched in Denmark in 2023 while the CampoBet brand debuted last year. Soft2Bet has expanded in the Scandinavian market having also launched in Sweden.
Oksana Tsyhankova, CMO of Soft2Bet, said: “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.”
Soft2Bet will support local football initiatives, with a focus on talent development, fan engagement and youth participation.
Claus Thomsen, Director of the Divisionsforeningen, said: “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.”
Online casino and sports betting revenue in 2024 reached DKK7.27 billion (£811.2 million), according to SBC. Sports betting accounted for DKK2.21bn.
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