Betsson has become the Official Sports Betting Partner of the Davis Cup, the International Tennis Federation (ITF).

In a substantial multi-year agreement, the partnership will see Betsson activate across the men’s World Cup of Tennis through a wide range of commercial and fan-facing initiatives. Betsson will be present across back wall branding at Davis Cup events, along with dedicated Fan Zone activations and co-branded merchandise.

Betsson is the latest partner to join a strong portfolio of Davis Cup sponsors including Rolex, MG, Fage and Corpay. In 2025, Betsson garnered multiple industry awards recognising their work across responsibility, safety, innovation and growth.

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 announcement comes ahead of the opening weekend of Davis Cup 2026 action, with 39 home or away ties set to take place across the world on 6-8 February.

In tennis, Betsson is the main sponsor of the BNP Paribas Nordic Open, sponsors of the Hellenic Tennis Federation (Greece Davis Cup team), and has previously partnered with former player Jonas Björkman as brand ambassador. The Group has also sponsored multiple ATP tournaments across South America. This partnership with the Davis Cup further strengthens Betsson’s focus and growth into the tennis market.

Ronni Hartvig, Chief Commercial Officer at Betsson Group, 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. 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.”

The partnership further strengthens Betsson’s extensive global sponsorship portfolio across elite sport. Betsson Group is currently the main sponsor of football clubs Inter Milan, Club Brugge and Boca Juniors.

David Haggerty, ITF President, said: “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.”

Ross Hutchins, ITF Chief Executive, said: “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.”