The International Tennis Federation has named Betsson as the new top sponsor. The online gambling operator, which offers a wide variety of betting and gaming products, will act as the Official Sports Betting Partner of the Davis Cup. The new multi-year partnership was launched at the start of this year’s tournament. 39 home and away ties took place over the long launch weekend, from February 5-8.
Audiences will see various product launches courtesy of Betsson throughout the so-called “Men’s World Cup of Tennis.” This will include commercial and fan-facing initiatives, such as behind-the-wall branding at Davis Cup events and dedicated fan areas. Co-branded merchandise will also be taken.
Betsson is the latest sponsor to join forces in supporting the Davis Cup. Gambling is in good company, joining a portfolio of partners that includes Rolex, Fage, MG, and Corpay. The gambling operator replaces Stake as the tournament’s betting partner, which supported the cup in 2024 and 2025.
The move comes as part of the international gambling operator’s efforts to improve brand recognition and promote positive association with the sport. The Stockholm-based firm is already involved in tennis, serving as team sponsor for both the BNP Paribas Nordic Open and the Greek Davis Cup. It also served as a brand ambassador for two-time Grand Slam champion Jonas Björkman, and partnered with many ATP tournaments in South America.
Ronni Hartvig, Chief Commercial Officer at Betsson, is delighted to announce the new partnership. Hartvig promised that Betsson will do everything possible to ensure a fun and memorable experience for everyone who follows the competition. Continuing, Hartvig said:
“We are very proud to sponsor and support this classic tournament. Although we have been involved in tennis for many years, it feels especially special to be a part of such a world-renowned tournament. As it operates in more than 20 markets, Betsson will be following the national teams closely in our various regions.”
Those behind the Davis Cup share that ideal. ITF President David Haggerty was equally delighted to form a new partnership with Betsson, extending a warm welcome to his new partner. In praise of the user’s shared values, Haggerty said:
“Betsson’s global reach aligns well with our desire to continue to grow the Davis Cup. We look forward to working with the Betsson team to enhance the fan experience for the millions around the world who follow this prestigious tournament.”
Betsson already boasts a global portfolio of sports partners. In the world of soccer, the operator is currently the main sponsor of prominent clubs including Inter Milan, Brugge, and Boca Juniors. Recent months have already seen exciting new partnerships announced, such as the Athens basketball club Peristeri BC, the Peruvian Volleyball League, and Summer Pro Padel 2026 in Argentina.
In recent years it has seen a huge increase in the amount of betting and sports betting on tennis and other sports. That trend is bound to continue, as public interest in online gambling continues to grow and attitudes toward the hobby change. Across the US, states have been legalizing online gambling year after year. That growing market has proved good for operators who are already established in other areas and are looking for opportunities to expand.
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Gambling firms, too, have to deal with this rapidly growing market. It is very important for operators to market their platforms effectively in order to stand out from the competition and establish a position in their chosen area. Betsson’s recent sponsorship deal is a good example of how this can be achieved through clever branding strategies.
Speaking to SBC Notícias Brasil last year, Betsson’s CEO, Jesper Svensson explained why the business was expanding its sports sponsorship outside of Europe. This partnership goes beyond the logos on the players’ shirts. The use of social media, fan engagement, and digital campaigns are all key elements of a strategy that seeks to resonate with local fans while also supporting Betsson’s global brand.
The way he works has already paid off. The sporting success of Inter Milan and Boca Juniors at the start of user sponsorship was a huge bonus, greatly increasing the brand’s exposure and value. These positive associations enable Betsson to build trust among sports fans and attract new audiences to its betting and gaming platforms.
As a long-established brand, Betsson’s pairing with the Davis Cup is fitting. The international operator began life in 1963, when it supplied slot machines to Swedish restaurants. 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 a long way. What began as a challenge between the US and Great Britain in 1900, entitled the “International Lawn Tennis Challenge,” now competes with more than 150 countries. The US has been the most successful country during this century and slowly the competition has been running, winning 32 titles and achieving runner-up positions 29 times.
It remains to be seen who will lift the illustrious trophy this year, when the competition ends in November. Last year saw host nation Italy take home the award for the fourth time in the tournament’s history, and more significantly, the third year in a row. The question on everyone’s lips is whether Italy will remain unbeaten for another year at the SuperTennis Arena Bologna Fiera, or if another country can end Italy’s streak of good luck. For now, the US seems to be on the way back, while Serbia, too, is looking to become a real contender. Whether any country will have what it takes to take home the trophy is up for debate.
