Betsafe has become the first private egaming operator to sign a sponsorship deal with the Danish football league, ahead of the market opening there later this year.
The three-year deal will see Betsafe become the third main sponsor of the Danish Superliga and the second tier of Danish football – the Danish 1st Division – renamed the Betsafe Liga.
Richardt Funch, Betsafe’s country manager for Denmark, said the deal would give the company “a unique strategic platform” once the Danish law came into effect later this year. “This deal will send a clear signal to the industry that Betsafe has very high ambitions and will become a significant operator in the future Danish betting market.”
Betsafe’s deal, announced by the league yesterday at the Farum Park stadium near Copenhagen, will come into force once Betsafe has received its licence under the forthcoming Danish law.
The Danish government reassured the industry in January that licensed operators would be active in the market by the autumn, despite an open complaint over proposed tax rates to the EC.