AC Sparta Praha has extended its principal partnership with Betano until 30 June 2029, continuing an agreement that began in 2023.
Under the renewed deal, Betano, the online betting and gaming brand of Kaizen Gaming, will remain the club’s Principal Partner, with its branding continuing to appear on the shirts of Sparta’s men’s first team, B-team and women’s first team.
The partnership has included a number of fan engagement initiatives, including the Million Kick half-time competition, which has awarded two prizes of CZK1m during the first three seasons of the agreement. The clubs have also collaborated on campaigns involving first-team players, as well as projects featuring representatives of Aston Villa F.C. and Club de Regatas do Flamengo.
Sparta Praha and Betano said they will continue existing supporter initiatives, including the Million Kick competition, the Betano Game prediction contest, match streams, prize draws and activities within the Betano Zone.
The partnership has also included work on accessibility projects at the epet Arena. According to the club, initiatives have supported its efforts to achieve Access Champions certification and have included the installation of audio navigation beacons, expanded wheelchair viewing platforms, stadium tours for supporters with visual or hearing impairments and audio-descriptive match commentary.
Tomáš Křivda, CEO of AC Sparta Praha, commented: “The three-year partnership with Betano has brought benefits to both sides, and I am very glad that it will continue. Sparta is a brand with weight and reach in Czech sport, and the partnership reflects that. Together we are setting the standard in Czech sport for what such a relationship should look like. It does not stop at a logo on the shirts. Together we have prepared a range of activations for fans, offered them attractive competitions and experiences, and opened up topics beyond the pitch as well, such as stadium accessibility. All with a clear focus on the fan. It works because we are pursuing the same goal. Extending it for another three seasons is therefore a logical step, and I believe we will build well on the work we have started”.
Julio Iglesias Hernando, Chief Commercial Officer at Kaizen Gaming, commented: “We are truly delighted to extend our partnership with AC Sparta Praha until 2029. Over the past three years, we have built a profound relationship founded on mutual trust and a shared pursuit of excellence. This renewal reinforces our commitment to Czech sport and its fans, aligning perfectly with our global strategy of partnering with elite sporting institutions that represent the very best the international stage has to offer. At the same time, we remain dedicated to shaping a safe, reliable and responsible gaming environment for everyone”.
Roman Maco, Country Manager of Betano for the Czech Republic, added: “Sparta is Czechia’s premier historic club, and this extension demonstrates our dedication to investing responsibly in this market. We are incredibly proud of our joint accessibility and inclusion initiatives, which have made the epet ARENA a welcoming place for all Spartan fans. Moving forward, our focus remains on pushing boundaries and elevating the fan experience even further.”
