Betsson AB’s subsidiary NordicBet, which specializes in betting services, has announced the extension of its title rights to 1. Division Denmark.
Under an agreement with the Divisional Association, the governing body of the Danish Football League, the second division will retain the name “NordicBet Liga” for at least two upcoming seasons.
Divisional Association director Claus Thomsen said: “We are very happy to continue the partnership with NordicBet – and that the extension this time is for two seasons, which provides more stability and more opportunities.
“NordicBet has been a very dedicated partner since 2017, and we look forward to another two years with NordicBet in the country’s second best football league.”
NordicBet, which has a significant share of the sports betting market in the Nordic countries, intends to use its resources to organize various football events in order to attract fans and strengthen their connection with Danish football for two seasons.
With the start of the 2023/24 campaign next week, the NordicBet Liga will feature eight clubs that participated last season, as well as new teams: AaB Fodbold (AaB), AC Horsens, Boldklubben af 1893 (B.93) and Kolding IF.
Ronni Hartvig, Chief Commercial Officer of Betsson Group, owner of NordicBet, added:
“The extension of the league sponsorship is a testament to our commitment to the local clubs. It is a great pleasure for us to see the increased interest in the league, which is fully deserved after top performances from both individual players and clubs as a whole.
“With our sponsorship and associated measures, we hope to be able to further increase interest, so that all football-loving Danes will open their eyes to the excitement that can be found in this football series”.
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