Betsson replaces Novibet as Greek Cup title sponsor

Betsson is looking to boost its presence in Greece through a new title sponsorship deal for the Greek Football Cup.

The three-year partnership with the Hellenic Football Federation (HFF) sees Betsson replace Novibet as sponsor of the football cup competition, which was won by AEK Athens last year.

“We welcome Betsson as the naming sponsor of the Hellenic Cup for the next three years,” said HFF president Panagiotis Mpaltakos. “We are pleased to have reached this agreement, through which HFF gains a strong partner in its ongoing effort to enhance the Cup.

“Consequently, we create a strong partnership that will bring benefits for the organisation and the tournament. This reflects our commitment to the continuous improvement of HFF events, and in this case, the Cup, which is an institution with a very long history and prestige in which all teams have the opportunity to distinguish themselves.”

Betsson Group chief commercial officer Ronni Hartvig added: “We are incredibly proud to support the Greek Cup, further solidifying our long-term investment and commitment to Greek sports. I’ve had the privilege to witness the commendable and inspiring efforts of the Betsson Greece team.

“Their strategic approach seamlessly blends sports support with a series of initiatives aimed at actively engaging not only fan bases but also the broader society. This holistic approach has resonated well throughout the region.”

Shares in Betsson AB (STO:BETS-B) were trading 0.52 per cent lower at SEK114.50 per share in Stockholm Thursday morning.