Zlatan-backed Bethard gets green light to operate in Denmark

Zlatan-backed Bethard gets green light to operate in Denmark

Friday, August 17, 2018 Posted by Luke Massey
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The company was granted a licence for the regulated Danish market

Bethard has confirmed that Zlatan Ibrahimovic will be “omni-present” as the Swedish firm’s brand ambassador, after extending its reach through a licence to operate in Denmark.

After getting a green light to cross the border, the Group’s CMO Jan Lindow expects to harvest some of the positive attention Bethard has attracted so far in 2018, “now that Danish players don't just know about us, but can actually benefit from our high odds as well”.

Much of this attention can be put down to the signing of Zlatan, one of football’s most recognisable stars, which was followed by a successful launch in the UK market around this summer’s World Cup.

Lindow told TotallyGaming.com: “Zlatan is omni-present at Bethard. When you have an owner with that much reach and star quality, of course he will play a vital part in growing our brand in Denmark as well. But, we will also see what local relationships we can build in the future as well. Our plan is to start establishing a presence and then be quite opportunistic as we grow the business.”

Speaking about the attraction of Denmark, he added: “We are interested in most European markets, but Denmark has some extra advantages for us. The biggest one is, of course, the proximity to Sweden where we can see a lot of spill over, media wise, culturally and not least on the social media scene. To set that in a context, Zlatan's old home town Malmö is only a 15 minute drive from Copenhagen.”

In 2012, Denmark passed a new gambling regulatory framework, ending the monopoly position of state-owned gambling operator Danske Spil. It allowed for the entry of licensed casino, poker and sports betting operators, all working under a 20% tax rate on gross gaming revenues. 

Initially, Danske Spil retained sole rights to racing and luck based games such as scratch cards and bingo, but this was broken last summer. Lindow admitted that horse racing is a “big thing in most parts of the Nordics” but suggested that Bethard will start out in Denmark with a focus on major European football leagues and the Danish top league, as well as local favourites such as handball.  

Totally Gaming says: Bethard is determined to lay the foundations for establishing itself as a leading sports betting brand in Europe. Having successfully launched in the UK this summer, getting the green light to operate in Denmark was a logical next step, particularly given the close proximity and cultural crossover with Sweden.

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