The deal will run for three years, beginning in the 2023-24 season and running to the end of 2025-26. The competition will be known as the Oddset Cup for the duration of the agreement.
Run by the Danish Football Association (DBU), the Danish Cup is an annual knockout event featuring teams across the country.
FC Copenhagen clinched the 2022-23 Danish Cup, winning the competition for the ninth time. The 2023-24 Danish Cup kicks off on 8 August.
“The cup tournament is the place where all clubs have the opportunity to reach the final and dream of the big cup,” DBU acting chief executive Kenneth Reeh said. “It is a fantastic tournament with proud traditions.
“We are happy that Danske Spil will help strengthen the tournament and spread awareness of the many exciting matches across the country.”
Danske Licens Spil CEO Karsten Fogh Holanng added: “At Danske Spil og Oddset, we are happy to be the new main sponsor for the cup tournament. The traditional tournament is a meeting point for both the general public and the elite and our customers have a great interest in the tournament.
“That is why it is natural for us to get involved here and help raise the fan experience throughout Denmark and pay tribute to the clubs in the many different Danish football ranks.”
Revenue growth at Danske Spil
Last month, Danske Spil reported a year-on-year increase in revenue and net profit for the first quarter. The business said this was driven by growth within its lottery operator business.
Total revenue for the group in the three months to 31 March amounted to DKK1.22bn (£140.4m/€163.8m/$178.5m). This was up 8.4% from DKK1.12bn in the same period last year.
Breaking this down, Danske Lotteri Spil generated DKK678m in revenue, an increase of 6.4% year-on-year. Danske Licens Spil, which includes sports betting and online casino, posted DKK397m, down 6.2%.
Revenue from Elite Gaming, its gaming hall business, reached DKK76m, a year-on-year rise of 24.6%.
Danske Klasse-lotteri, the “class lottery” that was integrated into the business in April 2022, generated DKK64m in revenue. In addition, the group noted DKK2m in revenue from the Swush fantasy sports platform, level with the previous year.