The Scandinavian sports market has entered a new phase with Soft2Bet’s sponsorship of Divisionsforeningen, Denmark’s professional football association. Beginning in the 2025/26 season, the top-three divisions of Danish football will be named. This follows a diverse sponsorship agreement involving naming rights to the top three divisions of Danish football for the next two years (until the end of the 2026/27 season). Soft2Bet named the top-flight division the Betinia Liga, taking the name from its Betinia sportsbook, and called the second division CampoBet 2.The first division and the third division are CampoBet 3. Division, named after another Soft2Bet brand. The agreement promises opportunities for Soft2Bet, through additional exposure and branding, and will also entrench the company’s brand and identity within the identity of Denmark’s football culture.
Local Engagement and Market Growth
These brands chose to work with Soft2Bet due to their strong presence in the Scandinavian market and their suitability as representatives of Danish football. As for the timing of this venture, the endorsement of brands from the growing gaming sector in Denmark is undoubtedly timely. In Q1 2024, the Danish Gambling Authority stated that its GGR for total wagering was DKK 7.27bn ($1.12bn). Oksana Tsyhankova, the CMO of Soft2Bet, said: “We look forward to bringing to life two significant brand partnerships in Denmark, showing our local and responsible experiences. Utilizing our licensed partners Betinia and CampoBet, we can support the sports ecosystem, especially football, and give each brand relevance to the community (albeit while enforcing compliance with gambling regulation in Denmark).” Ultimately, the duality of their approach demonstrates Soft2Bet’s ambitions to champion commercial prospects with responsible outcomes to establish a mutually beneficial and sustainable model for a future partnership.
Broader Impact on Danish Football Structure
Divisionsforeningen Director, Claus Thomsen, expressed enthusiasm for the project’s scope. He noted that including name sponsors for the second and third divisions is a tribute to the clubs’ work. These leagues have consistently delivered quality matches, improved facilities, and attracted growing attention from fans. Soft2Bet’s involvement is expected to boost the visibility of these divisions, yet it also shows support for the entire football pyramid. Interestingly, this is not Soft2Bet’s first sports partnership. In April, its ToonieBet subsidiary became the official online casino partner of the Ottawa Senators in Canada. Such moves demonstrate a broader strategy of aligning the brand with professional sports.
