Brøndby IF Signs Three-Year Main Sponsorship Agreement with Betano.

Roger Hampel

Photo Credit: Brøndby IF

Brøndby IF has announced a new three-year partnership with Betano, which will become the club’s main sponsor and front-of-shirt partner starting in the 2025/26 season. The deal marks Betano’s first sponsorship in Denmark and Scandinavia, and will run through summer 2028, signaling a strategic move from both parties to expand commercial influence and digital fan engagement.

Strategic Fit and Shared Ambitions Brøndby IF Betano

According to club representatives, the partnership was built on several months of dialogue to ensure strategic alignment, and the final agreement reflects mutual goals for growth, professionalism, and fan-centric activation.

“This is not just a commercial deal — it’s a strategic partnership with a brand that aligns with our ambitions,” said Ole Palmå, CEO of Brøndby IF.

Betano is operated by Kaizen Gaming, a sports technology company with an expanding global footprint. While Brøndby is its first partner in Scandinavia, the group already collaborates with football organizations in Europe and South America, as well as UEFA through competitions such as the Europa League and Conference League.

Focus on Digital Engagement and Community Activation

Brøndby IF stated that the sponsorship is not limited to shirt branding, but will include joint activations, digitally-driven content, and community initiatives. The focus will be on building meaningful, brand-driven fan engagement, both online and during matchday.

“Together, we aim to create initiatives that strengthen both brands and the overall fan experience,” said Martin Sahlertz, Sales & Business Development Manager at Brøndby IF.

In line with Betano’s approach in other markets, the partnership will also support CSR-related programs, with plans to collaborate on local community projects.