Online betting company Unibet has extended its partnership with Danish Superliga football club FC Copenhagen, through which it will continue to sponsor the B Stand at the Telia Parken stadium.

Unibet’s new partnership with the club will run until the end of 2021. The B Stand will continue to be known as the Unibet Stand as part of the extended deal.

Under the agreement, initiatives will also be launched to benefit fans.

Alex Rasmussen, sales director for FC Copenhagen, said: “We are incredibly proud to have extended our agreement with a brand such as Unibet. Viewed from our side, for many years we have had a strong anchored cooperation, which has resulted in some amazing experiences.

“There have been many benefits, especially our joint-produced documentaries, and not least when we saw a helicopter land on the Telia Parken pitch this summer with our former captain Thomas Delaney to celebrate our title win.

“We are looking forward to a successful future with Unibet, where we will certainly challenge each other and try to lift the sponsor initiatives again, so we can create even more valuable content and even more great experiences to delight the club’s amazing fans.”

Unibet first partnered with the club in 2012.

Telecoms company Telia agreed a seven-year deal in July 2014 to take on naming rights to the stadium.

Anja Bruun, Unibet sponsorship strategy manager, said: “Unibet is a dedicated gaming provider in Denmark, so we are naturally pleased to extend our cooperation with FC Copenhagen.

“We are a company that believes in long-term strategies, and the partnership with FCK, now entering its seventh year, is a good proof of this.

IMAGE: Pathfinder77