Danske Spil’s sports betting brand Oddset has entered into a partnership with Danish Superliga football club Aarhus Gymnastikforening (AGF) that will see it serve as a gold sponsor for the following three seasons.
In terms of the deal, Oddset will be granted a branding presence in and around the team’s Ceres Park stadium and have the opportunity to develop a range of fan engagement initiatives.
The agreement will also see Danske Spil, which previously served as the club’s official gaming partner, re-establish its commercial relationship with the football club.
The operator is already a partner of Brondby IF and FC Midtjylland, while Oddset has entered into deals with Aalborg BK and Odense Boldklub and the new partnership will enhance the operator’s sponsorship portfolio in its native market.
Niels Erik Folmann, Chief Executive of Danske Spil’s Danske Licens Spil subsidiary, commented that AGF is a big club with proud traditions, and they are happy to be the official gaming partner for the coming season.
Folmann also said that this year AGF finished a great season with a third placed finish in the Superliga, while it also now has a women’s team in the Gjensidige Kvindeligaen and it makes sense for them to be visible around both.
Jacob Nielson, Director at AGF said that betting and football belong together and betting is a natural part of the experience at football matches.
Nielson added that Danske Spil is owned by the Danish state and the country’s two largest sporting organizations and distributes millions to Danish sports each year and they are pleased that the partnership will embrace both their men’s Superliga team and the AGF’s women’s team.