Danske Spil’s Oddset seals AGF partnership

Danske Spil’s sports betting brand Oddset has struck a partnership with Danish Superliga football club Aarhus Gymnastikforening (AGF) to serve as a gold sponsor for the next three seasons.

Under the deal, Oddset will gain a branding presence in and around the team’s Ceres Park stadium and will be able to develop a series of fan engagement initiatives.

The agreement sees Danske Spil, which previously served as the club’s official gaming partner, re-establish its commercial relationship with AGF.

The deal also strengthens the operator’s sponsorship portfolio in its native market; it is already a partner of Brøndby IF and FC Midtjylland, while Oddset has deals in place with Aalborg BK and Odense Boldklub.

“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, chief executive of Danske Spil’s Danske Licens Spil subsidiary, commented.

“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.

“Betting and football belong together, and [betting] is a natural part of the experience at football matches,” AGF director Jacob Nielsen added. “Danske Spil is owned by the Danish state, and the country’s two largest sporting organisations, 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 both our mens’ Superliga team and AGF’s women’s team.”