Following a deal with the former Scandinavian marketing partners of online sportsbook Centrebet, Sportingbet will add Danish, Swedish and Norwegian localised sites to its existing global coverage.
"Scandinavian countries are attractive betting markets and we are confident Sportingbet is now ideally placed to become the number one sports betting brand in this market," Sportingbet's chief executive Nigel Payne said.
"Our new marketing partners have proven ability in customer recruitment, profitable exploitation of new products and sports of interest to the Scandinavian market."
As part of the deal, the Scandinavian partners will handle all of the new site's support, market intelligence and translations. In return, Sportingbet will be responsible for all risk management, software functionality and multi-currency online transactions.
To read more about Sportingbet's road to success, read this month's SportBusiness
