The International Tennis Federation has named Betsson as a prominent new sponsor. The online betting operator, which offers a wider range of betting and gaming products, will act as the official sports betting partner of the Davis Cup. The new multi-year partnership was unveiled just in time for the start of this year’s competition. There were 39 home-or-away matches over a long launch weekend, from February 5 to 8.
Audiences will see a variety of brand activations courtesy of Betsson during what has been dubbed “the Men’s Tennis World Cup.” This includes commercial and fan-focused initiatives such as back wall branding at Davis Cup events and dedicated fan zones. There will also be co-branded merchandise for sale.
Betsson is only the latest sponsor to join forces in support of the Davis Cup. Gambling is in good company, joining a portfolio of partners including Rolex, Fage, MG and Corpay. The betting operator replaces Stake as the tournament’s betting partner, which supported the Cup in 2024 and 2025.
The move is part of the international gambling operator’s efforts to increase brand recognition and promote positive associations with sports. The Stockholm-based company has already joined tennis, acting as sponsor of both the BNP Paribas Nordic Open and the Greek Davis Cup teams. It has also served as brand ambassador for nine-time Grand Slam doubles champion Jonas Björkman, and partnered with numerous ATP tournaments in South America.
Ronni Hartvig, Chief Commercial Officer at Betsson, was pleased to announce the new partnership. Hartvig promised that Betsson would do its best to ensure enjoyable and memorable experiences for everyone following the match. follow-up, Hartvig said:
“We are extremely proud to sponsor and support this classic tournament. Although we have been involved in tennis for many years, it feels particularly special to be part of such a globally renowned competition. Betsson is active in more than 20 markets and will be closely following the national teams in our different regions.”
Those behind the Davis Cup share that positive sentiment. ITF President David Haggerty was equally pleased to forge the new alliance with Betsson, extending a warm welcome to the new partner. Haggerty praised the operator’s shared values, stating:
“Betsson’s global reach aligns well with our ambition to continue the growth of the Davis Cup. We look forward to working with the Betsson team to enhance the fan experience for the millions of people around the world who follow this prestigious competition.”
Betsson already has an extensive global portfolio of sports partners. In the world of football, the operator is currently the main sponsor of leading clubs including Inter Milan, Brugge and Boca Juniors. Several exciting new partnerships have already been announced in recent months, such as with Athens basketball club Peristeri BC, the Peruvian Volleyball League and Summer Pro Padel 2026 in Argentina.
In recent years, the number of prominent betting and gaming sponsorships in tennis and other sports has increased significantly. This trend is sure to continue as public interest in online gambling continues to grow and attitudes towards the pastime change. States across the US are steadily legalizing online gambling year after year. That growing market has proven attractive to operators already well established in other jurisdictions and looking for opportunities to expand.
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Gambling companies also have to deal with this fast-growing market. It is crucial that operators market their platforms effectively to differentiate themselves from the competition and gain a position in their chosen niche. Betsson’s latest sponsorship deal is a great example of how this can be achieved through intelligent branding strategies.
Speaking to SBC Notícias Brasil last year, Betsson CEO Jesper Svensson explained why the company has expanded its sports sponsorship outside of Europe. These partnerships go beyond logos on player jerseys. The use of social media, fan engagement and digital campaigns are all key components of a strategy that resonates with local fans while supporting Betsson’s global brand.
The operator’s approach has already proven fruitful. The sporting successes of Inter Milan and Boca Juniors early in the operator’s sponsorship have been a huge bonus, significantly increasing the brand’s awareness and value. Such positive associations allow Betsson to build trust among sports fans and attract new audiences to its betting and gaming platforms.
Being a long-standing brand, the combination of Betsson with the Davis Cup is appropriate. The international operator started life in 1963, when it supplied gaming machines to restaurants in Sweden. Since then, Betsson has established itself as a major player in the world of online gambling and is listed on the Nasdaq Stockholm Large Cap List.
The history of the Davis Cup goes back even further. What started as a challenge between the US and Great Britain in 1900, entitled the ‘International Lawn Tennis Challenge’, is now contested by more than 150 countries. The US has been by far the most successful country over the course of the century and somewhat what the competition has fought for, winning 32 titles and coming second 29 times.
It remains to be seen who will lift the eponymous cup this year when the tournament ends in November. Last year, host nation Italy took the prize for the fourth time in the history of the competition, and even more remarkably, for the third year in a row. The question on everyone’s lips is whether Italy will remain undefeated for another year at the SuperTennis Arena Bologna Fiera, or whether another country can end Italy’s historic streak of good fortune. At the moment, the US appears to be on track for a comeback, while Serbia also appears to be a real contender. Whether both countries will have what it takes to take the cup home is up for debate.
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