Bethard enters Denmark

Swedish operator targets Europe-wide presence by 2020


Swedish betting operator Bethard is targeting a regulated presence in most major markets in Europe within the next 16 months after securing a licence in Denmark.

Bethard, which is already licensed in Malta and the UK, has been focusing on expanding its geographic footprint in recent months.

Bethard has filed a licence application in Sweden ahead of re-regulation coming into force in the company’s home country on New Year’s Day 2019, while a state licence in the German state of Schleswig-Holstein is also in the pipeline.

In confirming the company’s Danish breakthrough, the company explained that it is “actively seeking licences in several other markets and expects to have a licensed presence in most key European markets by 2020”.

Bethard said that it will start welcoming Danish players to its website “within weeks”, without elaborating on a specific launch date.

“We are very satisfied to get a green light in Denmark and we look forward to start growing our presence in the Danish market,” Bethard CEO Erik Skarp said.

In March, former Manchester United, Paris Saint-Germain and Barcelona footballer Zlatan Ibrahimović was unveiled in an ambassadorial and development role at Bethard.

The Swede, has a contract to play at North American Major League Soccer’s LA Galaxy until the end of the 2019 season.

“It is a truly exciting year for us, one in which we are determined to lay a solid foundation for establishing Bethard as Europe’s leading sports betting brand, and we have had a great start.

“There was the announcement of Zlatan Ibrahimović joining our team, followed by a very successful start in the UK market and a great World Cup. Now the time has come to conquer Denmark.”