Denmark state-owned gambling operator Danske Spil has confirmed that it has agreed a principal sponsorship with the Danish Football Association (DBU) to become the official partner of its male national and under-21 football teams.
Confirming the four-year partnership which will begin in January 2017, Danske Spil replaces Malta-based European sports betting operator Tipico as official partner for DBU teams.
The state-owned gambling enterprise will now join Hummel (sportswear) Carlsberg (beverage) and Sportmaster (retail) brand as an official DBU sponsor.
Danske Spil governance were pleased to have reached an agreement with the DBU, stating that the partnership was one of the biggest in the firm’s history. Danske Spil further stated that as an organisation it was committed to helping DNB social and grassroots initiatives for Danish football.
The DBU partnership is Danske Spil’s first major announcement since the operator confirmed the appointment of Susanne Mørch Koch as its new Chief Executive Officer in October.
Niels Erik Folmann spokesman for Danske Spil detailed to national media that in sponsoring the DBU, his firm had found the ‘perfect match for getting closer to Danish football fans’.