Soft2Bet is making moves in Danish football sponsorship. The group behind Betinia and CampoBet has signed a two-year naming rights deal. From next season, the 1st, 2nd, and 3rd divisions are getting new names tied to Soft2Bet’s betting brands.

• The 1st Division will be renamed the Betinia Liga under the new Danish football sponsorship agreement. The 2nd and 3rd Divisions will now carry the CampoBet name. This branding will be used throughout the 2025/26 and 2026/27 seasons.

• The deal is between Soft2Bet and Divisionsforeningen, the body representing Denmark’s lower-tier leagues. It covers all official naming rights for the three tiers. The partnership is being promoted as a way to increase visibility and drive engagement in local football.

• According to the Divisionsforeningen, having name sponsors for all three divisions is a first. Director Claus Thomsen said it reflects the hard work clubs have put in to raise the quality of the competitions. “It’s a tribute to all the work the clubs have done,” he noted.

• Soft2Bet operates Betinia and CampoBet under licenses approved by the Danish Gambling Authority. The firm says it’s committed to a responsible, localised approach. This sponsorship is part of a wider push to invest in grassroots sport and engage local communities.

• As part of the agreement, the partnership will include campaigns aimed at fans. These will focus on connecting supporters with their clubs. Local match attendance and national awareness are key goals of these upcoming initiatives.

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