Betano has simultaneously signed two agreements: it has extended its principal partnership with Czech club AC Sparta Praha through 2029 and became the title sponsor of Denmark's domestic cup.
The renewal with Sparta, first signed in 2023, will run until 30 June 2029, with Betano's branding continuing to appear on the shirts of the club's men's, reserve and women's teams.
The extension follows three seasons of joint fan engagement initiatives, including the "Million Kick" halftime competition and accessibility projects at the Epet Arena.
The partnership has also supported improvements to stadium accessibility, including the installation of audio navigation beacons and expanded wheelchair platforms. The initiatives contributed to Sparta becoming only the second football club in the world to receive the Access Champions certification.
Julio Iglesias Hernando, CCO of Kaizen Gaming, said: "We are 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."
Separately, Betano was announced as the new title sponsor of Denmark's historic domestic cup after signing a one-year agreement, with an option to extend, with the Danish League Association. The competition will now be known as the Betano Pokalen, starting with Friday's first-round draw.
Claus Thomsen, CEO of the Danish League Association, said: "Betano is already the official betting partner of the 3F Superliga, so discussing a partnership around the Danish Cup was a natural next step."
Kaizen Gaming's Country Manager for Denmark, Kresten Hougaard, added: "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.”
The latest agreements continue Betano's recent expansion across football sponsorships and partnerships. Earlier this year, Betano was named an official tournament supporter of the FIFA World Cup 2026 across Europe and South America.
In Argentina it launched an adapted football initiative with Fundación Empate to support athletes with Down syndrome through training programs and inclusive football activities.
In addition, the operator partnered with the Brazilian Institute of Women's Football (IBFF) to launch the IBFF Academy, a free educational platform aimed at training coaches, referees, managers and other football professionals during its first year.
Last week, Betano announced a three-year partnership with Tottenham Hotspur, becoming the club's official training wear partner for the 2026/27
