Sparta & Betano

“The three-year partnership with Betano has brought benefits to both sides, and I am very glad that it will continue. Sparta is a brand with weight and reach in Czech sport, and the partnership reflects that. Together we are setting the standard in Czech sport for what such a relationship should look like. It does not stop at a logo on the shirts. Together we have prepared a range of activations for fans, offered them attractive competitions and experiences, and opened up topics beyond the pitch as well, such as stadium accessibility. All with a clear focus on the fan. It works because we are pursuing the same goal. Extending it for another three seasons is therefore a logical step, and I believe we will build well on the work we have started,” said Tomáš Křivda, CEO of AC Sparta Praha.

The extended partnership builds on a period of numerous joint projects and activations. Among the most striking was the launch of the general partnership itself, when a helicopter flew a shirt suspended on a line over epet ARENA, as well as the regular half-time competition Betano Million Kick, which has become an inseparable part of match day. In the first three seasons of the partnership, two winners have already taken home the main prize of one million crowns. Video content of the first fan to win the main prize spread across Czech social media and, thanks to global accounts such as SPORTbible, resonated worldwide. Sparta then inspired other clubs sponsored by Betano, with representatives of Aston Villa and Brazil’s Flamengo trying the Million Kick for themselves.

“We are thrilled to be extending our partnership with AC Sparta Praha until 2029. Over the past three years we have built a deep relationship founded on mutual trust and a shared pursuit of excellence. This extension confirms our commitment to Czech sport and its fans and fits perfectly into our global strategy of partnering with elite sporting institutions that represent the very best on the international scene. At the same time, we remain dedicated to building a safe, reliable and responsible gaming environment for everyone,” said Julio Iglesias Hernando, Chief Commercial Officer (CCO) of Kaizen Gaming.

In the coming seasons, the activations will keep evolving. Fans can look forward to an enhanced Betano Million Kick as well as new formats that Sparta and Betano will gradually introduce. The Betano Game prediction contest, draws for places in the Betano Zone, match streams and other fan benefits will all continue.

Beyond football, another important pillar of the partnership is a shared commitment to social responsibility. The partnership has focused above all on stadium accessibility and inclusion, and directly supported Sparta on its path to becoming only the second football club in the world with the Access Champions certification, which it earned in  the 2025/26 season. epet ARENA has so far gained, for example, audio navigation beacons for blind visitors and expanded platforms for wheelchair users, while the club also organises stadium tours for fans with visual or hearing impairments and offers descriptive audio commentary.

“Sparta is the most storied historic club in the Czech Republic, and this extension proves our determination to invest responsibly in this market. We are extremely proud of our joint initiatives in accessibility and inclusion, which have made epet ARENA a welcoming place for all Sparta fans. We want to keep pushing boundaries and further improving the experience for fans,” added Roman Maco, Betano Country Manager for the Czech Republic.