Betsson has partnered the International Tennis Federation (ITF) to become the official sports betting partner of the Davis Cup, the premier international team event in men’s tennis.
The multi-year agreement gives Betsson prominent branding at Davis Cup events, with the operator also set to benefit from dedicated Fan Zone activations and co-branded merchandise.
“We are extremely proud to sponsor and support this classic tournament,” said Betsson chief commercial officer Ronni Hartvig. “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. Through our support of the competition, our odds on players and teams, and our on-site activities, we hope to help make the experience even more enjoyable and memorable for everyone.”
Now in its 126th year, Davis Cup is the largest annual international team competition in sport and a record 160 nations have entered in 2026.
The opening weekend of Davis Cup 2026 action began over the weekend with 39 ties taking place.
“We are proud to be creating a strong alliance with an award-winning brand that reflects our values and we welcome Betsson to the Davis Cup family,” said ITF president David Haggerty.
ITF chief executive Ross Hutchins added: “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 joins a strong portfolio of Davis Cup sponsors including Rolex, MG, Fage and Corpay.
Betsson is also the main sponsor of the BNP Paribas Nordic Open, the Hellenic Tennis Federation (Greece Davis Cup team), and has previously partnered with former player Jonas Björkman as brand ambassador.
Shares in Betsson AB (STO:BETS-B) were trading 1.75 per cent lower at SEK95.65 per share in Stockholm Monday morning.