Following a new partnership agreement with the Danish Professional Football Association (Divisionsforeningen), iGaming operator Soft2Bet announced that its two subsidiaries will become the official title sponsors of the top three football leagues in Denmark, effective from the 2025/26 season.
According to the agreement, the top Danish league will be renamed Betinia Liga, named after Soft2Bet's sports betting brand Betinia. The second and third-tier leagues will be renamed CampoBet 2. Division and CampoBet 3. Division, respectively, named after another subsidiary, CampoBet.
This two-year partnership, covering the 2025/26 and 2026/27 seasons, marks Soft2Bet's official entry as a major brand partner in Danish professional football. Betinia and CampoBet have already established some influence in the Scandinavian region, and this move will further enhance their market visibility through national football events.
The Danish Gambling Authority previously revealed that in the first quarter of 2024, the total gambling revenue (GGR) in the country reached 7.27 billion Danish kroner (approximately 1.12 billion US dollars), demonstrating the close connection and growth potential of the country's gambling and sports ecosystem.
Soft2Bet's Chief Marketing Officer, Oksana Tsyhankova, commented on the partnership: "This agreement reflects our long-term commitment to the Danish market. We aim to create a more localized and responsible gambling experience for local users through the Betinia and CampoBet brands, while supporting the healthy development of Danish football."
Meanwhile, Soft2Bet continues to expand its sports sponsorship portfolio. In April this year, the company also announced that its ToonieBet brand had become the official online casino partner of the NHL's Ottawa Senators in Ontario.
Claus Thomsen, Director of Divisionsforeningen, also welcomed the partnership: "Soft2Bet's involvement not only brings support to the top league but also extends naming rights to the second and third-tier leagues for the first time. This comprehensive cooperation is the best recognition of the efforts made by clubs at all levels—they are committed to creating a higher level of competition and promoting the growth of the entire Danish football system."
