Betsson doubles down in Denmark with launch of flagship brand

Betsson AB has expanded its presence in Denmark by launching its titular Betsson sportsbook in the local market, boosting its standing in the country to two brands.

The group’s flagship brand will sit alongside the existing NordicBet offering in Denmark, as the company – founded, headquartered and listed in the capital of neighbouring Sweden, Stockholm – pursues a global expansion strategy.

NordicBet has already established a strong foothold in Denmark, where it has strengthened its visibility via a sponsorship deal with the top-flight 1. Division, which presents itself as the ‘NordicBet Liga’ under the two year deal.

Ronni Hartvig, CCO of Betsson Group, said: “Denmark has always been an important market for us. By consolidating our operations under the unified Betsson brand, we aim to harness the power of consistency, scalability, and synergy. 

“This rebranding approach empowers us to further optimise resources, cultivate a cohesive brand identity, and extend positive impact through diverse marketing initiatives and global partnerships.”

Nasdaq group Betsson’s aforementioned foothold in Denmark has proved fruitful for the firm according to its H1 trading results. The company recorded all-time high revenue from the market during the first half of the year from both betting and casino operations.

However, global growth is at the front and centre of the company’s agenda, with a focus both on launching in new markets – such as this week in Denmark – and showcasing its brand via a far-reaching marketing campaign.

Last week, the company unveiled its commercial, “A bet makes the difference”, which focuses on the entertainment aspect of betting and how placing a wager can complement the sports viewing experience.

This has been coupled with sports sponsorships, such as the agreement between NordicBet and the Danish top-flight football division, as well as deals between StarCasino Sport and Napoli in Italy and partnerships with the WRC Rally Acropolis and the Super League 2 in Greece.