Kaizen Gaming’s Betano Signs Three-Year Deal with Brøndby IF

Kaizen Expands to Scandinavia Through Brøndby IF

Brøndby IF has officially confirmed a long-term partnership with Betano, the online sports betting and gaming brand owned by global GameTech operator Kaizen Gaming.

“This is not just a large and important commercial agreement – it is a strategic partnership with a brand that matches our ambitions. Over the past months, we have had a strong dialogue with Betano about what such a collaboration could look like and our views have been totally aligned. We are therefore very pleased with this agreement and the partnership, which will run until the summer of 2028,” said Ole Palmå, CEO of Brøndby IF.

For Betano and Kaizen Gaming, the partnership represents a meaningful milestone. While the brand only launched in Denmark last year, this is its first sponsorship in the country—and across Scandinavia as a whole.

“We are very excited about this new partnership with Brøndby IF. It is not only our first in Denmark, where Betano launched just last year, but also our first in all of Scandinavia. Brøndby IF has one of the greatest histories and football cultures in Denmark, it has developed some of the country’s greatest legends and is backed by incredibly passionate fans. We see this partnership as far more than a traditional sponsorship. The club’s ambitions align with those of Kaizen Gaming and Betano, and we want to be a partner that contributes to Brøndby IF’s continued development as one of the leading football clubs in Scandinavia,” said Julio Iglesias, Chief Commercial Officer at Kaizen Gaming.

Kaizen Gaming is currently active in 19 markets and holds partnerships with globally recognised clubs and organisations including Aston Villa, River Plate, SL Benfica, FC Porto, Sporting CP, and UEFA for its Europa League and Conference League tournaments, as well as EURO 2024. For Brøndby IF, this international scope and the company’s documented commitment to responsible gaming were significant factors.

Focus on Digital Engagement and CSR

Martin Sahlertz, Sales & Business Development Manager at Brøndby IF, said the activation strategy will focus on modern engagement methods, including digital content and fan-focused initiatives. He noted that Betano’s philosophy complements the club’s approach to sponsorships:

“Betano’s approach is very much in line with our vision of what a modern sports partnership should look like – with a strong focus on purposeful, brand-led content and digital engagement.”

Beyond marketing and visibility, the deal includes a Corporate Social Responsibility element. Betano has a track record of leveraging its sports sponsorships to support community-focused initiatives, and similar programs are expected to be developed with Brøndby IF over the course of the partnership.