Danish club Brøndby IF signs main partnership agreement with Betano
VIDEO

Brøndby IF has signed a major partnership agreement with Betano, the premium online sports betting and gaming brand of Kaizen Gaming, one of the world’s largest GameTech companies. The three-year deal will see Betano become the club’s main partner and front-of-shirt sponsor for the Superliga team starting from the summer of 2025.

Brøndbyernes Idrætsforening (Brøndby IF) is one of Denmark’s most successful football clubs. The club was founded in 1964 and is based in the western suburbs of Copenhagen. Brøndby IF has a proud tradition of strong local engagement, talent development, and high sporting ambitions. On the men’s side, the club has won the Danish Championship 11 times and the Danish Cup (DBU Pokalen) 7 times, and remains one of the top contenders in the Superliga with medal ambitions every season.
Brøndby IF is driven by a clear purpose: to create community through football. The club is deeply rooted in its local area and backed by the largest and most passionate fan base in Denmark.

Ole Palmå, CEO of Brøndby IF, commented:

“This is not just a significant commercial agreement – it is a strategic partnership with an organisation that matches our ambitions. Over recent months, we’ve had productive discussions with Betano about the nature of this collaboration, and we’ve been fully aligned from the beginning. We are very pleased with this agreement, which will run until the summer of 2028.

Kaizen Gaming, Betano’s parent company, is an international player with a documented commitment to responsible gaming, a presence in 19 markets, and partnerships with leading clubs and organisations including Aston Villa, River Plate, Portugal’s Big Three, and UEFA for the Europa League, Conference League, and EURO 2024. This agreement puts Brøndby IF on the international stage, where responsibility and professionalism are key values for everyone involved.”

Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, said:

“We are thrilled about this new partnership with Brøndby IF — our first in Denmark and across Scandinavia. Brøndby has one of the richest football histories in the country, has developed some of Denmark’s greatest legends, and is backed by incredibly passionate fans.

We see this partnership as much more than a traditional sponsorship. The club’s ambitions align closely with those of Kaizen Gaming and Betano, and we aim to support Brøndby IF’s continued growth as a leading club in the Scandinavian football scene.”

Martin Sahlertz, Sales & Business Development Manager at Brøndby IF, explained the activation plans:

“Betano’s vision aligns perfectly with our idea of a modern sports partnership — with a strong focus on meaningful, brand-driven content and digital engagement. Together, we aim to create activations that not only strengthen both brands but also bring real value to our fans.”