European based betting firm Betway has announced that it has signed a sponsorship deal to become a supporter of the television coverage of Danish handball.
As part of the deal, Betway will be a sponsor of the sport's coverage on Denmark state owned television station TV 2 Sport. The deal will last for the length of the season, which takes place from February to May.
Handball is currently ranked as Denmark's second most popular sport behind only football. Broadcasts of the sport draw in large television audiences. Last year's final drew in 600,000 viewers; roughly 10% of the country's population.
Commenting on the deal Betway CEO Richard Akitt said: “Denmark is a key market for us and we are very pleased to be associated with what is a hugely popular sport in the country, and to be working with two key Danish broadcast channels.”
The deal is part of Betway's expansion throughout Europe. Betway is also set to find expansion opportunities in Spain and Italy next year.