AC Sparta Praha and Betano Secure Partnership Extension Until 2029

AC Sparta Praha and Betano, the prominent online sports betting and gaming brand operating under Kaizen Gaming, have announced a significant extension of their general partnership. This renewed agreement will prolong their collaboration for an additional three years, firmly establishing the partnership through the conclusion of the 2028/29 season.

Betano has served as a key general partner for Sparta since 2023. Under the expanded terms of this agreement, the Betano logo will maintain its prominent position on the playing kits of the club's men's first team, B-team, and women's first team. This extended commitment signifies a move beyond traditional sponsorship, encompassing a broader scope that includes dedicated fan engagement initiatives and substantial accessibility projects.

Tomáš Křivda, CEO of AC Sparta Praha, expressed his satisfaction with the enduring relationship. He stated, "The three-year partnership with Betano has brought benefits to both sides, and I am very glad that it will continue." Křivda emphasized that Sparta's standing as a leading brand in Czech sport is reflected in the partnership, which he believes "is setting the standard in Czech sport for what such a relationship should look like." He further highlighted the joint focus on supporter experiences, ranging from interactive activations and competitions to enhancing matchday facilities.

Since 2023, the collaboration has introduced several successful fan engagement programs. Most notably, the Betano Million Kick halftime contest has seen two lucky supporters claim the grand prize of one million Czech crowns. A video capturing one of these wins even gained international recognition across global sports media platforms. Moving forward, fans can anticipate an enhanced version of the Million Kick, in addition to ongoing prediction games, immersive Betano Zone experiences, and exclusive match streams.

A crucial element of the extended partnership is its dedicated focus on accessibility and inclusion. Betano has actively supported Sparta's efforts to improve facilities at epet ARENA, the club's home stadium. These initiatives are designed to help the club achieve Access Champions certification by the 2025/26 season, showcasing a strong commitment to making the venue welcoming for all fans.

Julio Iglesias Hernando, Chief Commercial Officer (CCO) of Kaizen Gaming, commented on the robust foundation built between the two entities. "Over the past three years, we have built a deep relationship founded on mutual trust and a shared pursuit of excellence," he remarked. Hernando underscored the extension as a testament to their dedication to Czech sport and its fanbase, aligning perfectly with Kaizen Gaming's global strategy of partnering with elite sports organizations. He also reiterated the company's commitment to fostering a secure and responsible gaming environment.

Roman Maco, Betano Country Manager for the Czech Republic, further affirmed the brand's commitment to the market. He noted, "Sparta is the most storied historic club in the Czech Republic, and this extension proves our determination to invest responsibly in this market." Maco expressed particular pride in the joint initiatives concerning accessibility and inclusion, which have been pivotal in transforming epet ARENA into a more inclusive space for all AC Sparta Praha supporters.