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AC Sparta Praha and Betano, the online sports betting and gaming brand of Kaizen Gaming, have extended their general partnership for three years through the end of the 2028/29 season.
Betano, Sparta’s general partner since 2023, will continue to have its logo displayed on the club’s men’s first team, B-team and women’s first team shirts. The renewed agreement expands the partnership beyond sponsorship, with both parties set to continue fan engagement initiatives and accessibility projects.
“The three-year partnership with Betano has brought benefits to both sides, and I am very glad that it will continue,” said Tomáš Křivda, CEO of AC Sparta Praha. “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.”
Křivda added that the collaboration has gone beyond shirt sponsorship, with the two sides delivering fan activations, competitions and matchday experiences, while also working together on initiatives such as improving stadium accessibility.
“All with a clear focus on the fan. It works because we are pursuing the same goal,” he said. “Extending it for another three seasons is therefore a logical step, and I believe we will build well on the work we have started.”
Since 2023, Sparta and Betano have launched several fan activations, including the Betano Million Kick halftime contest, where two supporters have won the top prize of one million Czech crowns. The campaign also gained international attention after one winner’s video was shared by global sports media.
Fans can expect an enhanced Betano Million Kick, alongside the continuation of prediction games, Betano Zone experiences, match streams, and other fan activities.
“Over the past three years, we have built a deep relationship founded on mutual trust and a shared pursuit of excellence,” said Julio Iglesias Hernando, Chief Commercial Officer (CCO) of Kaizen Gaming. “This extension confirms our commitment to Czech sport and its fans and fits perfectly into our global strategy of partnering with elite sporting institutions that represent the very best on the international scene.”
Hernando added that the company remains focused on promoting a safe, reliable and responsible gaming environment.
The partnership will also continue to focus on accessibility and inclusion. Betano has supported Sparta’s efforts to improve facilities at epet ARENA, helping the club earn Access Champions certification during the 2025/26 season.
“Sparta is the most storied historic club in the Czech Republic, and this extension proves our determination to invest responsibly in this market,” added Roman Maco, Betano Country Manager for the Czech Republic. “We are extremely proud of our joint initiatives in accessibility and inclusion, which have made epet ARENA a welcoming place for all Sparta fans.”