Inside Soft2Bet’s Scandinavian Strategy: Ole Hetman on Developing the Danish Football

As Soft2Bet supports the local interest to football in Scandinavian markets, the company has made a landmark move by securing naming rights for Denmark’s 2nd and 3rd football divisions, now officially the CampoBet Liga 2 and CampoBet Liga 3, alongside the Betinia Liga, formerly known as the NordicBet Liga. This strategic partnership with Divisionsforeningen marks a new chapter in local sports engagement and brand integration within the Danish community.

At the forefront of this initiative is Ole Hetman, a seasoned figure in the Scandinavian iGaming industry with over 26 years of experience. As a Scandinavian Director with a great amount of experience on the Danish market, Hetman has overseen the company’s regional strategy and managed leading brands like Betinia and CampoBet. In this interview, he shares the vision behind the partnership, its significance for Danish football, and how localisation and responsibility continue to shape Soft2Bet’s regional presence.

Soft2Bet has entered a broad partnership with Divisionsforeningen, covering three football tiers. What was the main goal behind this investment, and how does it fit into the company’s long-term strategy?

We are very pleased with our journey in the Danish market and wanted to give back to the community for the trust and support we’ve received. Football is a cultural cornerstone in Denmark and equally important to many of us at Soft2Bet. That inspired us to support the foundation of Danish football and the many fans who follow it closely. Trust and local support are central to both Danish culture and Soft2Bet’s values.

Renaming the leagues to Betinia Liga and CampoBet 2nd and 3rd Division is a bold move. What does this decision mean in terms of building connections with the local community and increasing brand recognition?

League naming rights are not new in Denmark or Danish sport, but this is the first time the 2nd and 3rd Divisions in football have had a naming sponsor. We’re continuing a long-standing Danish tradition and expanding it by covering two additional leagues, primarily to support the 24 teams competing and the numerous communities that passionately support their local clubs.

What makes the Danish market stand out in Soft2Bet’s eyes, and why did you choose this country for such a strong football presence?

Denmark is a modern, digitally savvy market where people are already familiar with the kinds of products and services Soft2Bet provides. According to Statistics Denmark, in 2024, there were more than 11 thousand registered sports associations in Denmark with 2.8 million members. Football is Denmark’s number one sport and favourite pastime. Many Danes have grown up playing football at various levels or living near a local club, which has helped unite communities across the country.

Soft2Bet is known for its localisation-driven approach. What specific steps are you taking to tailor the Betinia and CampoBet experience to Danish players?

We already have a strong physical presence in Denmark, which is a key part of our localisation approach. Firstly, players can chat, email, or directly call Danish representatives at Betinia and CampoBet whenever they need assistance.

Having local support available builds trust and helps maintain strong customer relationships. Secondly, we offer extensive coverage of Danish sports and closely follow local news to ensure our services remain current and relevant to our users. With our sponsorship of Divisionsforeningen, we plan to deepen our local connections further, encouraging greater support and engagement with the clubs competing in these leagues.

The announcement emphasised the importance of responsible gaming. How do you combine social responsibility with deep involvement in sports and entertainment?

Responsible gaming and social responsibility go hand in hand. We offer entertainment-focused products, and it’s important to us that customers make informed decisions when interacting with our services. Deposit limits, a visible session clock on our websites, and a dedicated responsible gaming team are some of the measures we’ve implemented to ensure a positive experience for everyone.

As a licensed operator within a regulated market, it’s our duty to clearly demonstrate to players that we are a trustworthy and responsible choice.

What kind of activities and campaigns are planned as part of this partnership to bring fans closer to local clubs and competitions?

We have several initiatives planned, all with the shared goal of bringing clubs and players closer to the fans and encouraging greater match attendance. Working closely with the clubs, we’ll launch social media campaigns, run competitions, and create engaging content to boost fan interest. Additionally, we’re exploring exciting sports-focused campaigns inspired by current trends for the upcoming season.

Can we expect similar projects in other countries? Is Denmark the first step in a broader strategy of combining sports sponsorship with local expansion?

As a group, we are already proud sponsors of the Ottawa Senators in the NHL. Last year, we also co-sponsored two tennis events in Denmark: the Champions Battle and Nordic Battle. These events brought local heroes Holger Rune and Caroline Wozniacki and international stars Casper Ruud, Elina Svitolina, and Gaël Monfils closer to Danish tennis fans.

If our initiatives in Denmark deliver as expected, we definitely plan to extend a similar approach to other markets, carefully tailoring each project to local needs and expectations.