Oddset, a Danske Spils sports betting brand, has just inked a partnership with Danish Superliga football club Aarhus Gymnastikforening (AGF). The operator will serve as the club’s gold sponsor for the next three seasons.
The deal will see Oddset establish a branding presence in and around the team’s Ceres Park stadium and will also be able to initiate several fan engagement activities.
Under the agreement, Danske Spil, which served as the club’s official gaming partner before, will re-establish its commercial relationship with AGF.
The deal will also cement the operator’s sponsorship portfolio in its native market; it is already a partner of FC Midtjylland and Brøndby IF. Oddset, on the other hand, already has deals in place with Odense Boldklub and Aalborg BK.
“AGF is a big club with proud traditions, and we are happy that we will be the official gaming partner for the coming season,” Niels Erik Folmann, Danske Spil’s subsidiary Licens Spil chief executive, said.
“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 us to be visible around both,” he added.
“Betting and football belong together, and [betting] is a natural part of the experience at football matches,” Jacob Nielsen, AGF director, said. “Danske Spil is owned by the Danish state, and the country’s two largest sporting organizations, and distributes millions to Danish sports each year. Therefore a partnership with [the business] makes sense for us, and we are pleased that it will embrace our men’s Superliga team and AGF’s women’s team,” he added.