NordicBet Resumes Liga Sponsorship in Denmark after Regulation Amendment

Betsson Group, through its brand NordicBet, and Divisionsforeningen, have agreed to resume the sponsorship of the first division football league in Denmark. With this renewal, the second highest football league in Denmark will again be known as NordicBet Liga.

NordicBet has been sponsoring this league since 2017 and was paused last year due to a change in regulation. The sponsorship can now resume as the regulations were amended. The newly signed agreement covers the 2021/2022 season, meaning that this league will once again be known as NordicBet Liga when it starts on 25th July 2021.

Claus Thomsen, CEO of Divisionsforeningen is glad that the unfortunate suspension of the deal did not diminish NordicBet’s commitment towards Danish football. The restart of the sponsorship sends a positive signal of support benefitting both the participating clubs and NordicBet Liga in general.

“We are happy that in cooperation with NordicBet, we can announce such positive news and continue our great cooperation after a year’s break. In NordicBet, we have a dedicated and stable partner with a focus on responsible gaming. They are a partner that is supporting Danish football even in such a challenging time for world football. This extension sends a signal that Danish football is still worth supporting”, says Claus Thomsen.

The collaboration between Betsson Group and the Danish First Division has been going on for a number of years. It started with Betsafe (2012-2013), NordicBet (2013-2014) and NordicBet (since 2017).

Ronni Hartvig, Chief Commercial Officer at Betsson Group, said “even though our sponsorship was on pause, we still continued supporting the clubs by looking on from outside the pitch and now we are happy to step back in the pitch and resume this great partnership. Our goal is to continue in strengthening the league and drive new initiatives which we hope will bring fans even closer to the clubs they support.”

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