Betoro sponsorship sparks debate in Danish handball

The Danish Men's Handball League, now renamed the Betoro Herreligaen, is facing significant criticism following a three-year sponsorship agreement with the betting company Betoro. Thomas Christensen, Director of Divisionsforeningen, has defended the decision, stating that the league should not apologize for choosing a legal industry. He argued that the revenue is essential for clubs to recruit talent and maintain high sporting standards.

However, the partnership has drawn backlash from various stakeholders. The Center for Ludomani warned that the deal could negatively impact the sport's identity and brand. Additionally, Spillerforeningen Håndbold (the players' union) expressed concerns that the sponsorship sends a problematic signal that may undermine efforts to prevent gambling addiction and match-fixing. While acknowledging the necessity of commercial revenue, the union emphasized that economic interests should not overshadow the sport's social responsibilities.