betsson Secures Davis Cup Sponsorship in Multi-Year Deal
The International Tennis Federation (ITF) has partnered with Swedish sports betting operator Betsson Group as the official sports betting partner of the Davis Cup, a significant move ahead of the 2026 competition’s opening weekend, scheduled for February 6-8.
The agreement marks a “substantial” multi-year investment by Betsson, signaling a growing trend of sports betting firms integrating into major tennis events. Through this partnership, Betsson will activate its brand presence across the men’s World Cup of Tennis with a variety of commercial and fan-focused initiatives.
The betting firm’s branding will be prominently displayed at Davis Cup events, including back wall advertising, and will extend to dedicated fan zone activations and co-branded merchandise. This represents a shift in sponsorship for the tournament,as Betsson replaces casino and sports betting platform Stake,which held the designation for the 2024 and 2025 editions.
Betsson’s involvement further solidifies the Davis Cup’s robust portfolio of major sponsors, which already includes globally recognized brands like Rolex, MG, fage, and Corpay. According to a company release, the partnership is a strategic move to enhance fan engagement and broaden the competition’s reach.
This deal expands Betsson’s existing footprint in the world of tennis. The company currently serves as the main sponsor of the Nordic Open and maintains a partnership with the Hellenic Tennis Federation, supporting the greece Davis Cup team. Betsson has also demonstrated a commitment to the sport through sponsorships of multiple ATP tournaments throughout South America.
Beyond tennis, Betsson boasts a diverse global sports sponsorship portfolio, including partnerships with Italian soccer club Inter Milan, Belgian side Club Brugge, and Argentinian powerhouse Boca Juniors. The company also sponsors the Premier Padel tour, showcasing its commitment to a range of athletic endeavors.
Elsewhere in the tennis world, Ciroc has recently secured a three-year sponsorship deal with the Dallas Open, an ATP 500 tournament. As the official vodka of the Dallas Open, Ciroc will integrate its brand through featured cocktail experiences, branded mobile bars, and a dedicated on-site presence. the 2025 dallas Open is slated to take place from February 7-15 at the Ford center at The Star in Frisco, Texas. last month, digital asset platform Nexo secured the naming rights to the Dallas Open.
These recent sponsorship announcements underscore the increasing commercial interest in both the Davis Cup and the broader tennis landscape, as brands seek to connect with engaged audiences through high-profile sporting events.
Why: The International Tennis federation (ITF) sought a new official sports betting partner to enhance fan engagement and broaden the reach of the Davis Cup. Betsson, a Swedish sports betting operator, stepped in to fulfill this need, recognizing the value of associating with a prestigious international tennis event.
who: The key players are the International Tennis Federation (ITF),Betsson Group,and the previous sponsor,Stake. Betsson is replacing Stake as the official sports betting partner. Other sponsors of the Davis Cup include rolex, MG, Fage, and Corpay. Ciroc and Nexo are involved with the Dallas Open.
What: Betsson Group has secured a multi-year sponsorship deal with the ITF to become the official sports betting partner of the Davis Cup, beginning with the 2026 competition. This includes branding at events,fan zone activations,and co-branded merchandise. Separately,Ciroc secured a three-year sponsorship with the Dallas Open.
How did it end?: the partnership
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