Betano secures Sparta renewal and Danish Cup rights

• Betano extends its principal partnership with AC Sparta Praha for a three-year extension, running to the end of the 2028/29 season.
• Betano becomes title sponsor of Denmark’s domestic cup, now renamed the Betano Pokalen, replacing former sponsor Oddset Pokalen.
• Both deals follow Betano’s new Tottenham Hotspur partnership, widening Kaizen Gaming’s reach across European football.

Kaizen Gaming’s Betano brand has extended its principal partnership with AC Sparta Praha and separately taken over as title sponsor of Denmark’s domestic cup competition, both confirmed earlier this month.

The moves add to a fast-moving year of football sponsorship activity for the Athens-founded operator.

Prague deal renewed

The extension keeps Betano as AC Sparta Praha’s principal partner until the end of the 2028/29 season, continuing an arrangement in place since 2023. Betano’s branding remains on the shirts of Sparta’s A-team, B-team and first women’s team.

The partnership has leaned on fan activations rather than logo placement alone. Its Million Kick halftime competition has already produced two grand-prize winners of one million CZK. Pavel Volkman became the first to win, converting the challenge during a match against Sigma Olomouc in September 2024, with a second fan claiming the prize in 2025.

Accessibility work has run alongside the football side of the deal. epet ARENA now has audio navigation beacons and expanded wheelchair platforms, supporting Sparta’s Access Champions certification, earned in November 2025 and making it only the second football club worldwide to hold the accreditation, following Atlético Madrid.

Tomáš Křivda, CEO of AC Sparta Praha, said:

“The three-year partnership with Betano has brought benefits to both sides, and I am very glad that it will continue. Sparta is a brand with weight and reach in Czech sport, and the partnership reflects that. Together we are setting the standard in Czech sport for what such a relationship should look like.”

Danish Cup rebrand

Denmark’s historic domestic cup will now compete under the Betano Pokalen name, replacing the Oddset Pokalen branding used since 2023. The new agreement, struck with the Danish League Association, runs for one year with an option to extend.

It builds on Betano’s existing role as official betting partner of the 3F Superliga, a deal agreed in 2025. Julio Iglesias Hernando, Chief Commercial Officer at Kaizen Gaming, said:

“We are delighted to enter into this new agreement with the Danish League Association for the Danish Cup competition. We aim to partner with the leading sports organisations in every market where we operate, sharing our passion for sports and supporting the sports community.”

Claus Thomsen, Chief Executive Officer of the Danish League Association, linked the deal to shared standards on player protection:

“Betano is already the official betting partner of the 3F Superliga, so discussing a partnership around the Danish Cup was a natural next step. Betano and its parent company, Kaizen Gaming, are international leaders with a proven track record of prioritizing player safety and responsible gaming.”

Kresten Hougaard, Kaizen Gaming’s Country Manager for Denmark, added a local perspective:

“The Danish Cup is one of the most traditional in Europe. This is where the dream is alive for the smaller clubs in Denmark, and where the fairytales can be written. It’s David against Goliath and where the classic club culture and grassroot football stands together in challenging the professionals.”

Betano’s World Cup momentum

Both agreements land shortly after Betano’s new partnership with Tottenham Hotspur, confirmed on 2 July 2026. Betano becomes the Premier League club’s training wear partner for the 2026/27 season, before the deal shifts into an Official Europe & LATAM Betting Partner role running through to 2029.

Kaizen Gaming’s football and prediction-markets push has continued elsewhere too. The operator recently repeated its Latin America double at the SBC Awards Americas. It was also named a FIFA World Cup 2026 tournament supporter.

The operator confirmed its backing of Argentina ahead of the tournament. Meanwhile, chief executive George Daskalakis has mapped out the group’s global ambition publicly this year.

Betano’s expanding rights portfolio arrives as sponsorship inventory in European football tightens, particularly with the Premier League’s approaching restriction on betting-brand shirt sponsors.

Locking in domestic naming rights in Prague and Copenhagen gives Kaizen Gaming stable, longer-term visibility as competition for remaining club and league sponsorships intensifies, and as regulators across several European markets continue to scrutinise gambling advertising in sport.