The International Tennis Federation has named Betsson as a prominent new sponsor. The online gambling 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. 39 home-or-away ties took place over a long launch weekend, from the February 5-8.
Audiences will see a variety of brand activations courtesy of Betsson across what has been dubbed “the men’s World Cup of tennis.” These will include commercial and fan-facing initiatives, such as back-wall branding at Davis Cup events and dedicated fan zones. Co-branded merchandise will also be up for grabs.
Betsson is just the latest sponsor to join forces in support of the Davis Cup. The 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 named betting partner, which supported the Cup in 2024 and 2025.
The move comes as part of the international gambling operator’s efforts to boost brand recognition and foster positive associations with sport. The Stockholm-based firm has already affiliated itself with tennis, acting as sponsors of both the BNP Paribas Nordic Open and the Greek Davis Cup teams. It has also served as brand ambassador to nine-time Grand Slam doubles champion Jonas Björkman, as well as partnered with numerous ATP tournaments in South America.
Ronni Hartvig, Chief Commercial Officer at Betsson, was delighted to announce the fresh partnership. Hartvig promised that Betsson would do its best to ensure enjoyable and memorable experiences for everyone following the competition. Continuing, Hartvig said:
“We are extremely proud to sponsor and support this classic tournament. While we have been involved in tennis for many years, it feels particularly special to be part of such a globally renowned competition. Operating in more than 20 markets, Betsson will be following the national teams closely across 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. Praising the operator’s shared values, Haggerty stated:
“Betsson’s global reach aligns well with our ambition to continue the growth of Davis Cup. We look forward to working with the Betsson team to enhance the fan experience for the millions across the world who follow this prestigious competition.”
Betsson already boasts an extensive global portfolio of sporting 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 multiple exciting new partnerships announced, such as with Athens basketball club Peristeri BC, the Peruvian Volleyball League, and Summer Pro Padel 2026 in Argentina.
Recent years have seen a considerable rise in the number of prominent betting and gaming sponsorships in tennis and other sports. That trend is surely set to continue, as public interest in online gambling continues to grow and attitudes to the pastime change. Across the US, states have steadily been legalizing online gambling year by year. That growing market has proved an attractive one for operators already firmly established in other jurisdictions and looking for opportunities to expand.
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Gambling firms, too, have to contend with this rapidly growing marketplace. It is vitally important that operators market their platforms effectively in order to stand out from the competition and carve out 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, CEO of Betsson, Jesper Svensson explained why the business has been expanding its sports sponsorships beyond Europe. These partnerships extend beyond logos on player shirts. Use of social media, fan engagements, and digital campaigns are all key components of a strategy that seeks to resonate with local fans whilst also supporting Betsson’s global brand.
The operator’s approach has already proved fruitful. The sporting successes of Inter Milan and Boca Juniors early on in the operator’s sponsorships have been a huge bonus, greatly elevating brand exposure and value. Such positive associations enable Betsson to build trust amongst sporting fans and attract new audiences to its betting and gaming platforms.
As a long-established brand itself, Betsson’s pairing with the Davis Cup is apt. The international operator began life in 1963, when it provided slot 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, titled the “International Lawn Tennis Challenge,” is now competed by more than 150 countries. The US has been by far the most successful country over the course of the century and a bit that the competition has been running for, winning 32 titles and achieving runner-up statuses 29 times.
It remains to be seen who will lift the eponymous cup this year, when the tournament concludes in November. Last year saw host nation Italy take the prize for the fourth time in the competition’s history, and even more remarkably, for 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 nation can end Italy’s historic run of good luck. At the moment, the US appears on course to mount a comeback, while Serbia, too, is looking to be a real contender. Whether either country will have what it takes to take home the cup is up for debate.