[REVISION HISTORY]

Betoro sponsorship of Danish men's handball league

Updated 1 time since CLSTR started tracking revisions of this situation.

What changed

2026-10-11 15:06 UTC → 2026-10-13 16:03 UTC · added ~~removed~~

The Danish ~~men's~~ men’s top handball league, Herreligaen, has officially rebranded as the Betoro Herreligaen following a ~~new~~ three-year ~~sponsorship~~ naming rights agreement between Tophåndbold, Divisionsforeningen Håndbold, and the bookmaker Betoro. Thomas Christensen, director of Tophåndbold, noted that the deal provides stability and reflects commercial interest in the sport. However, the partnership has faced ~~criticism.~~ significant criticism from sports officials and gambling addiction experts. Analyst Daniel Svensson previously described the agreement as “ethically problematic,” suggesting that betting companies should not be linked to popular sports. Jesper Sørensen, chairman of the Divisionsforeningen, defended the decision by acknowledging that while economics drive professional sports, “ethics and morality remain important considerations.” Newer concerns have been raised regarding the impact on youth. Kim Poulsen, managing director of Sønderjyske Herrehåndbold, expressed concern over the high exposure of betting advertisements to young people, stating he had hoped for a better solution than a betting firm serving as the primary league sponsor. Henrik Thrane Brandt, head of the Center for Ludomani, described the deal as a “major setback,” arguing that naming a league after a bookmaker integrates gambling into the very brand and identity of handball. Brandt noted a contradiction between this commercial move and political efforts in Denmark to restrict gambling marketing to protect children and youth.

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