The newly opened Danish bookmaker Bet25 was announced today as the new main sponsor for the Danish Superliga team Brondby IF, a team who has been without a main sponsor for the past four seasons. Bet25 is a newly opened bookmaker opened by the former Bet24 owner, a company which was sold to Unibet a few years ago.

The partnership between the two is effective immediately and will last for one season, with the opportunity to extend the agreement for another two. The deal will allow Bet25 to stream Brondby’s games on their website, as well as show games from their youth teams to ensure that the dedicated fans of Brondby IF can follow their team always.

“It’s a happy day for Brondby,” said Jesper Jørgensen, the club’s chief executive. “This is much more than a so-called main sponsor agreement. We have been in the market to find a partner that would not only support Brondby economically, but also provide value for Brondby in relation to culture, know-how and image. We have now succeeded. And it is an important milestone for our project.”

Bet25 is partly owned by the Danish telephone giant TDC, who also got a piece of the pie in the new agreement and will begin to install free WIFI for the spectators at Brondby stadium. Brondby finished in fourth place in the Superliga last season and will try and qualify for European Group Stage games later this season.