Brøndby IF has entered into a three-year partnership with Betano, the premium online sports betting and gaming brand of Kaizen Gaming, one of the biggest GameTech companies in the world. Betano will become the main partner and shirt sponsor for Brøndby IF’s Superliga team starting from the summer of 2025.

Ole Palmå, CEO of Brøndby IF, said: “This is not just a large and important commercial agreement – it is a strategic partnership with an organisation 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.

“Betano’s parent company, Kaizen Gaming, is an international player with a documented responsible approach to gaming, an established presence in 19 markets and partnerships with renowned sports clubs and organisations, including Aston Villa, River Plate, and Portugal’s ‘Big Three’, as well as UEFA for the Europa League, the Conference League and the EURO 2024. We are therefore very pleased that this agreement places us on the international stage, where responsibility and professionalism are key values for all parties.”

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Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, said: “We are very excited about this new partnership with Brøndby IF – our first in Denmark, where Betano launched just last year, and in Scandinavia as a whole. 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.”

Martin Sahlertz, Sales & Business Development Manager at Brøndby IF, said: “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. Together, we aim to create activations that not only strengthen both brands but also deliver value to our fans.”

Responsible Wagering Australia (RWA) has expressed serious concern over the Northern Territory Government’s decision to double the annual bookmaker and betting exchange tax cap on licensed online Wagering Service Providers (WSPs), warning that the move is economically reckless and risks undermining the Territory’s reputation as a stable and competitive licensing jurisdiction.

The doubling of the cap, announced in the Northern Territory Budget, comes without any industry consultation and, perplexingly, before the final report of the Northern Territory Government’s own Racing Industry Review – a review explicitly commissioned to inform long-term sustainability settings for the wagering and racing sectors.

Responsible Wagering Australia CEO Kai Cantwell said the decision had blindsided the industry and would put investment from WSPs – who are some of the NT’s biggest employers – at risk.

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“RWA have participated meaningfully in the review and eagerly anticipated a new strategic vision for racing in the Territory. This decision, made before the Review has had a chance to lay that strategic vision, has blindsided WSPs and materially undermines any outcome of the Review,” Mr Cantwell said.

“RWA members have proudly supported the Territory for years, investing in people, infrastructure, and long-term economic growth.

“We will continue to advocate for a licensing environment in the Northern Territory that upholds the highest standards of consumer protection while also incentivising business to invest in the local economy.

“RWA members are all licensed in the Northern Territory, directly employing around 600 Territorians in high-skilled roles across technology, customer service, and compliance – a figure that rises to over 1,000 when including all wagering service providers licensed in the Territory.”

In FY23 alone, the Australian licensed online wagering industry contributed more than $150 million to the Northern Territory economy, including:

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• $47.7 million in taxes and levies

• $2.5 million in product fees to the NT racing industry – directly supporting prize money, operations and promotional activities

• $46 million in wages paid to local staff

“The NT Government was elected on a platform of driving economic growth, delivering a competitive tax and investment environment and attracting private investment, with Chief Minister Lia Finocchiaro stating the Territory is ‘open for business’ and passing legislation to ‘strengthen our ability to deliver economic growth and attract investment’ – yet this policy decision directly contradicts that commitment and risks undermining investor confidence in the Territory,” Mr Cantwell said.

RWA questioned the timing of the announcement, noting that it comes before the outcomes of the Government’s ongoing Racing Industry Review have been released.

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“This tax hike preempts the outcome of the Review, a process that was meant to guide long-term, evidence-based and sensible reform,” Mr Cantwell said.

“It sends a message that consultation, process and industry sustainability have taken a back seat to short-term revenue grabs.

“A financially sustainable and well-regulated racing and wagering industry is critical to ensuring its long-term viability and the significant economic and employment benefits it delivers to Territorians.

“Rather than imposing blunt tax increases, the Government should be working with industry to identify growth opportunities that will ensure the Territory’s continued leadership as a licensing jurisdiction.

“We are calling on the Treasurer and Chief Minister to reconsider this decision and to engage in genuine consultation with the industry before moving forward.”

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GR8 Tech has released a 5-step guide for its ULTIM8 Sportsbook iFrame, giving a clearer look at what it takes to integrate one of the market’s most customizable and secure iFrame sportsbooks.

ULTIM8 Sportsbook iFrame delivers what matters most: content for different target geos and player preferences, customization tools that adapt to any brand, and full CRM control for targeted engagement. These capabilities translate directly into higher revenue and sustained growth within a safe environment rich with risk and anti-fraud features. And it all starts with fast, frictionless integration.

“Our onboarding approach is the foundation of a lasting relationship. We’ve built this guide to showcase that we don’t just provide a tool; we empower operators to get the most out of it,” said Kateryna Pozdnysheva, Chief Client Officer at GR8 Tech.

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The guide walks through all major phases of ULTIM8 Sportsbook iFrame’s integration:

• Planning and requirement gathering, including technical scope, branding needs, and licensing details
• Contracting and onboarding, with a dedicated project team, Slack channel setup, and live training sessions
• Customization options, covering UI branding, gamification tools, CRM, bonus orchestration, risk tools, and more
• Integration and go-live, detailing APIs, authentication, staging, and testing procedures
• Post-launch support, including 24/7 access to support, risk & anti-fraud teams, and change request workflows

GR8 Tech’s Client Success team is central in the integration process, supporting clients from initial planning through post-launch growth. With tailored training, always-on support, and real-time risk management, the team ensures every partner can confidently scale and evolve their sportsbook offering.

“Clients want to differ from other sportsbooks and have more control,” added Pozdnysheva. “So, client success means anticipating needs, not just answering questions. We combine tools with a personalized, proactive mindset, which continues after go-live.”

Whether operators are new to sports betting or expanding existing platforms, the ULTIM8 onboarding guide looks at the proven steps to launch fast, stay agile, and unlock long-term value in partnership with GR8 Tech.

Explore the guide on ULTIM8 Sportsbook iFrame integration and learn how to follow the seven-day go-live path.