Soft2Bet’s Romanian brand, Don.ro, has been unveiled as the new primary sponsor of CFR Cluj.
Beginning with the new 2025-26 Liga 1 season, Don.ro’s logo will feature on the playing and training kits of the eight-time Romanian champions, as well as throughout their Dr.Constantin Rădulescu stadium.
Cristian Balaj, President of CFR Cluj, commented: “We are excited to announce our partnership with Don.ro, a Romanian brand that shares our values of performance, professionalism, and the desire to build something lasting.
“The fact that Don.ro is becoming the main partner of our club is both a validation of the work we do every day and an important step in strengthening CFR Cluj’s image both nationally and internationally.”
Activating the sponsorship, each season ticket holder will be offered an official jersey by Don.ro.
Throughout the season, Don.ro will also launch a range of activations such as exclusive match-day experiences, localised campaigns, community events and responsible gambling initiatives.
“At Soft2Bet, we excel in building powerful and award-winning brands that forge deep connections with players through localised experiences,” added Oksana Tsyhankova, Chief Marketing Officer at Soft2Bet.
“Don.ro’s partnership with CFR Cluj embodies this vision, combining a top-performing club with our drive for tailored gamified experiences, product excellence, and a passion for performance.”
Don.ro was launched in 2024 and utilises Soft2Bet’s proprietary MEGA technology. Martin Collins, CBDO at Soft2Bet, recently detailed the rationale behind the MEGA solution, which was launched in early 2024.
He said: “We wanted to create an experience within a casino or sports betting flow that creates a loop.
“For example, you go in and spin slots, and you’re rewarded within the gamified side. You participate in this, whatever the narrative may be, and then you get rewarded back within the casino experience. It creates a retention loop. This increases screen time because customers are engaged on two fronts, not just in one, as they would’ve been previously.
“The other thing to consider is that they’re spending their money in a much more sustainable manner. Previously, if someone came in and wanted to spend $100, it would be within 10-15 minutes, so it’s up to one hour and 15 minutes. It’s actually much more responsible and sustainable.”
