Betsson Launches Foundation to Strengthen Global Charity Initiatives

Betsson Group has launched a new foundation to bring together its charitable, community, and sports projects, as well as strengthen the “long-term impact” of its initiatives.

The Malta-based Betsson Foundation will coordinate existing initiatives and develop new projects across markets where the online gambling group operates.

Betsson said sport will remain a major focus. The company plans to use its partnerships with football clubs and athletes to support community projects and increase their reach.

“Sport and community engagement have long been part of Betsson’s DNA,” Betsson Operations CEO Jesper Svensson said. “The launch of the Betsson Foundation strengthens our ability to support the people, programs and organizations making a positive difference in our communities.”

Betsson has previously supported a number of different grassroots and corporate social responsibility projects.

The new foundation will now provide a central structure for those activities. Betsson said this should improve collaboration between projects and allow successful initiatives to expand into other markets.

Peru Program Among Early Projects

One of the foundation’s first highlighted initiatives is Boosting Up, a five-year program in Peru. The project includes 22 children from a school in Lima. It combines football with English-language education and nutritional support.

Latin America has become a key region for Betsson over recent years. During its Q2 results announced in July, the company said Latin America revenues had risen 32% year-on-year to €112 million ($125 million), making the region its largest market.

In Peru, Betsson served as the headline sponsor of the country’s top-tier football league between 2021 and 2023. Last year, it became the official sponsor of the Peruvian Volleyball Federation.

The company also ran major campaigns in Chile, before that market banned online betting in 2023.

Jonna Danlund, Betsson’s director of ESG, said the foundation would focus on developing longer-term relationships rather than one-off projects.

“Through the Betsson Foundation, we aim to create lasting positive impact by supporting worthy causes, fostering long-term partnerships, and bringing together initiatives that strengthen communities across our locations,” she said.

The company said the foundation will continue existing partnerships while seeking additional opportunities in markets where Betsson operates.

Betsson said it had incorporated the foundation in Malta as a separate legal entity from the Stockholm-listed Betsson Group.

Its governance structure includes the founding company, a Board of Administrators, and a Supervisory Council. Betsson said the framework provides oversight and accountability for the foundation’s activities.