Betsson Named Official Sports Betting Partner of the Davis Cup in Multi-Year Deal
Last update: 07 February, 2026
The partnership comes into effect as the 2026 Davis Cup season gets underway this week and will see Betsson activate its brand across one of the most established and globally recognised team competitions in sport. A range of commercial and fan-focused initiatives form part of the agreement, designed to enhance on-site engagement and visibility throughout the tournament.
As part of the deal, Betsson branding will feature on courtside back walls at Davis Cup ties worldwide, while dedicated fan-zone activations will be rolled out at selected events. The partnership will also include co-branded merchandise connected to the tournament, aimed at strengthening the connection between fans and the competition.
The timing of the agreement aligns with the opening weekend of the 2026 Davis Cup, during which 39 home-and-away ties will be played globally between 6 and 8 February. The upcoming season is set to be the largest in the tournament’s history, with a record 160 nations entering the competition, underlining its continued international growth.
Now in its 126th year, the Davis Cup remains one of the biggest annual international team events in sport. Betsson joins an established portfolio of commercial partners supporting the competition, including Rolex, MG, Fage and Corpay.
The deal further strengthens Betsson’s presence in professional tennis. The operator is currently the main sponsor of the BNP Paribas Nordic Open and also supports the Hellenic Tennis Federation, backing Greece’s Davis Cup team. In previous years, Betsson has sponsored multiple ATP tournaments across South America and worked with former professional player Jonas Björkman as a brand ambassador.
Beyond tennis, Betsson maintains a broad sponsorship portfolio across elite sport. The group is the main sponsor of football clubs Inter Milan, Club Brugge and Boca Juniors.
From the ITF’s perspective, the partnership supports its wider commercial strategy for the Davis Cup, with a strong focus on fan engagement and global audience growth. Betsson operates in more than 20 markets and will activate the partnership in regions where national teams are competing.
The agreement follows Betsson’s fourth-quarter 2025 financial results, which showed full-year revenue growth of 8%, driven by continued expansion in locally regulated markets. The operator reported that 68% of its revenue came from regulated jurisdictions, despite margin pressure from higher gaming taxes and ongoing investment in technology and product development.