Sparta and Betano Continue Their Journey Together Until 2029

The successful partnership which began back in 2023 will continue for the next three seasons, with both parties committed to building upon projects that elevate the fan experience for all “Spartans.”

AC Sparta Praha and Betano, Kaizen Gaming’s premium online betting and gaming brand, have officially extended their partnership for an additional three years. Betano has been AC Sparta Praha’s Principal Partner since 2023 and under the new agreement will remain so until 30 June 2029. Betano’s logo will continue to feature on the shirts of Sparta’s A-team, B-team and first women’s team.

Tomáš Křivda, CEO of AC Sparta Praha, commented: “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. It does not stop at a logo on the shirts. Together we have prepared a range of activations for fans, offered them attractive competitions and experiences, and opened up topics beyond the pitch as well, such as stadium accessibility. All with a clear focus on the fan. It works because we are pursuing the same goal. Extending it for another three seasons is therefore a logical step, and I believe we will build well on the work we have started”.

The extended partnership builds on a period of numerous joint projects and activations Among the most notable was the launch of the principal partnership through a unique activation featuring a jersey flown above the epet Arena by a helicopter, as well as the regular halftime competition “Million Kick,” which has become an integral part of the matchday experience. Over the first three seasons of the partnership, two winners have already taken home the grand prize of one million CZK. This successful activation has also been expanded through further projects with international reach, including collaborations involving first-team players and representatives of Aston Villa F.C. and Club de Regatas do Flamengo.

Julio Iglesias Hernando, Chief Commercial Officer at Kaizen Gaming, commented: “We are truly delighted to extend our partnership with AC Sparta Praha until 2029. Over the past three years, we have built a profound relationship founded on mutual trust and a shared pursuit of excellence. This renewal reinforces our commitment to Czech sport and its fans, aligning perfectly with our global strategy of partnering with elite sporting institutions that represent the very best the international stage has to offer. At the same time, we remain dedicated to shaping a safe, reliable and responsible gaming environment for everyone”.

In the coming seasons, the activations will keep evolving. Fans can look forward to an enhanced Betano Million Kick as well as new formats that Sparta and Betano will gradually introduce. The Betano Game prediction contest, draws for places in the Betano Zone, match streams and other fan benefits will all continue.

Beyond football, a core pillar of the partnership is a shared commitment to Corporate Social Responsibility (CSR). The alliance has prioritized stadium accessibility and inclusivity, directly supporting Sparta’s journey to becoming only the second football club in the world to receive the Access Champions certification. To date, the epet Arena has been equipped with audio navigation beacons and expanded wheelchair platforms, while the club organises stadium tours for fans with visual or hearing impairments, as well as audio-descriptive commentary.

Roman Maco, Country Manager of Betano for the Czech Republic, added: “Sparta is Czechia’s premier historic club, and this extension demonstrates our dedication to investing responsibly in this market. We are incredibly proud of our joint accessibility and inclusion initiatives, which have made the epet ARENA a welcoming place for all Spartan fans. Moving forward, our focus remains on pushing boundaries and elevating the fan experience even further.”