Soft2Bet secures naming rights for three Danish football leagues
A new chapter is about to begin in Danish football, as the countrys top three lower-tier leagues prepare for a full rebrand thanks to a fresh sponsorship deal. Gaming technology provider Soft2Bet has partnered with Divisionsforeningen to take over naming rights, marking a notable shift in how Danish football will be packaged and supported over the next two seasons.
Under the agreement, which runs through the 2025C26 and 2026C27 campaigns, the 1st Division will be known as the Betinia Liga. Meanwhile, the 2nd and 3rd Divisions are set to become the CampoBet 2. Division and CampoBet 3. Division, respectively, replacing the previous NordicBet Liga arrangement.
A strategic step into Danish football
But this isnt just a badge-swap. Soft2Bet is framing the deal as part of a bigger push to support football development in Denmark, with a long-term view that goes beyond branding.
This partnership marks an important step in our engagement in Danish football, , Soft2Bets Scandinavian director. With Betinia and CampoBet, we are proud to support local clubs and fans through a responsible and locally adapted approach that strengthens both football and the communities behind it, all in full compliance with the high standards set by the Gaming Authority.
As part of the agreement, Soft2Bet plans to roll out a range of fan-driven campaigns and initiatives designed to bring clubs and supporters closer together. Betinia and CampoBet already have solid name recognition in the Scandinavian market, and this latest move is likely to strengthen their ties with local sports communities even further.
Divisionsforeningen director Claus Thomsen called the partnership a win for the wider football ecosystem: We are very pleased that Soft2Bet, which operates CampoBet and Betinia, has chosen to support Danish football broadly and wants to support the growing interest in the tournaments.
The fact that there will now also be a name sponsor for the third and fourth best tiers is a tribute to all the work the clubs have done to deliver a fantastic product, create ever better conditions and increase awareness of the tiers.
Context: a growing gambling sector
The timing of this sponsorship is no coincidence. Denmarks gambling market is booming, with the Danish Gambling Authority reporting DKK 11 billion in gross gaming revenue for 2024, a 5.6 percent jump from the previous year. Online gambling continues to dominate, making up 68 percent of the total, with online 바카라s alone contributing DKK 3.5 billion.
Betting, the category most relevant to Soft2Bet, generated DKK 2.2 billion last year, underlining the commercial opportunity for operators looking to align with popular sports. The move also comes as Denmark tightens gambling rules, with new licensing requirements for game suppliers introduced in early 2025 and compliance deadlines kicking in this July.
Backing the whole football pyramid
For Soft2Bet, this isnt about chasing the top of the table. By choosing to back three different tiers, the company is sending a clear message: its committed to the entire structure of Danish football, not just its marquee teams.
This mirrors a wider trend in sponsorship where companies look to engage with sport at a community level, recognising the long-term value in grassroots visibility and local loyalty. A two-year deal gives clubs stability and gives both parties space to assess impact before locking in any long-term commitments.
As the 2025C26 season gets underway, fans will see the results in everything from league signage to club campaigns. For Soft2Bet, its a high-visibility play into a promising market. For Danish football, its a chance to bring extra energy, and financial support, to divisions that have long deserved more attention.
