Betano and Sparta Prague Extend Partnership Until 2029: Focus on Fan Engagement

Czech football club AC Sparta Prague and betting provider Betano, a brand of Kaizen Gaming, are continuing their collaboration. A new agreement secures the partnership until June 30, 2029. Betano thus remains the club's principal partner, and its logo will continue to feature on the shirts of the A-team, B-team, and the first women's team. The original partnership began in 2023. This extension solidifies an established relationship that goes beyond simple sponsorship.

Both parties have shown strong commitment to fan activations over the past three years. These include actions such as a helicopter flyover with a jersey above the epet Arena and the popular "Million Kick" competition during halftime, which has already produced two winners of one million CZK (Czech Korunas). The future promises more such events, including an improved "Betano Million Kick", new formats, and the "Betano Game" prediction competition.

Numbers and facts

The partnership extension runs until June 30, 2029. Betano has been AC Sparta Prague's principal partner since 2023. Kaizen Gaming operates the Betano brand. Through the collaboration, two winners of the "Million Kick" competition have already been awarded one million Czech Korunas each. The epet Arena, Sparta Prague's home stadium, is the second football stadium worldwide to receive an Access Champions certification thanks to joint initiatives.

“The three-year partnership with Betano has brought benefits to both sides, and I am very glad that it will continue. Sparta is a brand with weight and reach in Czech sport, and the partnership reflects that. Together we are setting the standard in Czech sport for what such a relationship should look like. It does not stop at a logo on the shirts. Together we have prepared a range of activations for fans, offered them attractive competitions and experiences, and opened up topics beyond the pitch as well, such as stadium accessibility. All with a clear focus on the fan. It works because we are pursuing the same goal. Extending it for another three seasons is therefore a logical step, and I believe we will build well on the work we have started.” - Tomáš Křivda, CEO of AC Sparta Prague

Background

Beyond fan engagement, another focus of this partnership is accessibility and inclusion. The epet Arena has been equipped with audio navigation beacons and expanded wheelchair platforms. At the same time, the club offers stadium tours for fans with visual or hearing impairments. Audio-descriptive commentary has been added to improve the matchday experience for all spectators. These measures were crucial in AC Sparta Prague becoming only the second football club worldwide to receive Access Champions certification. Both sides have committed to continuing this important work.

Julio Iglesias Hernando, Chief Commercial Officer at Kaizen Gaming, emphasizes the importance of the collaboration:

“We are truly delighted to extend our partnership with AC Sparta Praha until 2029. Over the past three years, we have built a profound relationship founded on mutual trust and a shared pursuit of excellence. This renewal reinforces our commitment to Czech sport and its fans, aligning perfectly with our global strategy of partnering with elite sporting institutions that represent the very best the international stage has to offer. At the same time, we remain dedicated to shaping a safe, reliable and responsible gaming environment for everyone.”

Roman Maco, Country Manager of Betano for the Czech Republic, also highlighted investments in the market and fans:

“Sparta is Czechia’s premier historic club, and this extension demonstrates our dedication to investing responsibly in this market. We are incredibly proud of our joint accessibility and inclusion initiatives, which have made the epet ARENA a welcoming place for all Spartan fans. Moving forward, our focus remains on pushing boundaries and elevating the fan experience even further.”

Why it matters for German players

For German players, this news item has only indirect relevance. The partnership between Betano and Sparta Prague is an example of international sports sponsorship in the gambling sector. In Germany, strict rules have been in place since the State Treaty on Gambling 2021 (GlüStV 2021). Online casinos must possess a German license from the Joint Gambling Authority of the Federal States (GGL) to operate legally. Players should exclusively search for these providers on the so-called GGL whitelist. This list is publicly available on the GGL website. Licensed German providers are subject to strict conditions, such as a deposit limit of a maximum of 1,000 euros per month via the central monitoring system LUGAS. A bet limit of one euro per spin for online slot machines is also part of this. Gambling advertising in Germany is highly regulated. Therefore, partnerships like those between Betano and Sparta Prague will be less visible in this country or must comply with German regulations. Responsible gaming is paramount.

What it means for GGL-licensed casinos

For GGL-licensed casinos in Germany, this type of international sponsorship means they must continue to focus on adhering to strict national regulations. While brands like Betano gain international recognition through sports partnerships, their German offerings must be considered separately. All aspects, from advertising to gaming offerings, must comply with the GlüStV 2021. This includes ensuring that minors are not addressed and that player protection is a top priority. The GGL monitors this compliance very closely. International sponsorship deals must not be used to circumvent German regulations. Transparency and strict adherence to limits via LUGAS are essential for every German provider. The goal is to create a trustworthy and protected gaming environment that clearly distinguishes itself from the international market, where different rules may apply.