Betano becomes title sponsor of the Danish cup, which changes name to Betano Pokalen

The agreement between Betano and the Danish League Association (Divisionsforeningen), which organizes the competition, takes effect from today, and ahead of Friday’s draw for the first round of the tournament – now officially the Betano Pokalen.

Denmark’s historic domestic cup competition, organized by the Danish League Association (Divisionsforeningen), has announced Betano as its new title sponsor. Moving forward, the competition will officially be named the Betano Pokalen. The agreement initially runs for one year, with an option to extend. Betano is part of Kaizen Gaming, one of the world’s biggest GameTech companies.

According to Julio Iglesias, Chief Commercial Officer of Kaizen Gaming, the new partnership forms part of the company’s broader strategic ambitions: “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 organizations in every market where we operate, sharing our passion for sports and supporting the sports community.

The Betano Pokalen tournament represents the heart of Danish football culture, bringing the opportunity for every club to shine and compete against the best. We look forward to collaborating with the League Association in contributing to the Betano Pokalen legacy and extending its core values, while supporting the growth of football and sport in Denmark.”

The Danish League Association is equally pleased with the new agreement. “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. This is important to us at the Danish League Association, as it reflects the shared values of responsibility and professionalism that forms our partnership,” says Claus Thomsen, Chief Executive Officer of the Danish League Association.

Kaizen Gaming’s Country Manager for Denmark, Kresten Hougaard, emphasizes the local impact of the partnership: “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. We are incredibly proud to enter into this agreement with the Danish League Association in addition to 3F Superliga and look forward to putting our name on the Betano Pokalen,” says Kresten Hougaard, Country Manager for Betano in Denmark.