AC Sparta Praha has renewed its principal sponsorship agreement with Betano, extending the commercial relationship through June 30, 2029. The updated contract maintains the betting operator’s status as the club’s primary partner across all senior and reserve squads.
Commercial Scope and Fan Engagement
Under the renewed terms, Betano branding will continue to feature on the match kits of the men’s first team, the B squad, and the women’s first team. The agreement preserves existing supporter programs, including the Million Kick halftime competition, which distributed two 1,000,000 CZK prizes during the initial three-year cycle. Additional activations encompass the Betano Game prediction contest, live match streams, prize draws, and in-stadium events within the Betano Zone. The clubs have also coordinated promotional campaigns with first-team players and international partners Aston Villa FC and Club de Regatas do Flamengo.Arena Accessibility and Certification Progress
The partnership funds ongoing accessibility upgrades at the epet Arena as part of the club’s pursuit of Access Champions certification. Recent installations include audio navigation beacons, expanded wheelchair viewing platforms, and guided stadium tours designed for supporters with visual or hearing impairments. The club has also implemented audio-descriptive match commentary to improve spectator access. Tomáš Křivda, CEO of AC Sparta Praha, stated that the extension aligns with the club’s focus on fan engagement and stadium accessibility. Julio Iglesias Hernando, Chief Commercial Officer at Kaizen Gaming, noted that the renewal reflects a shared commitment to responsible gaming and elite sporting institutions. Roman Maco, Country Manager for Betano in the Czech Republic, emphasized the club’s historical standing in domestic football.The original commercial agreement between AC Sparta Praha and Betano commenced in 2023, establishing a three-year framework that this renewal continues.