Betsson Group Launches Foundation To Expand Community And Sports Initiatives

Betsson Group has launched the Betsson Foundation, a new public benefit organisation designed to bring its charitable, community and sports-related initiatives under a single structure.

The Foundation has been established as a separate legal entity in Malta and will coordinate existing programmes alongside new social impact projects across the markets in which Betsson operates.

The launch formalises work previously undertaken through employee fundraising, grassroots projects, community programmes and corporate social responsibility initiatives connected with Betsson’s partnerships with football clubs and athletes.

Betsson said bringing these activities together would allow greater collaboration and knowledge sharing while helping the group develop longer-term relationships with organisations in local communities.

Sport To Remain Central To Foundation

Sport will form a significant part of the Betsson Foundation’s activities, reflecting the operator’s existing portfolio of partnerships with clubs and athletes.

The Foundation intends to use the reach of those relationships to support community projects while continuing to develop initiatives independently across Betsson’s markets.

Jesper Svensson, CEO of Betsson Operations, said:

“Sport and community engagement have long been part of Betsson’s DNA. The launch of the Betsson Foundation strengthens our ability to support the people, programmes and organisations making a positive difference in our communities.

“It also gives us the opportunity to work even more closely with our clubs and athlete partners to connect the power and reach of sport with meaningful community initiatives.”

The Foundation will continue working with existing partners while identifying additional organisations and projects it can support.

Peru Programme Among First Initiatives

One programme already receiving support is Boosting Up, a five-year initiative involving 22 participants from a school in Lima, Peru.

The project combines football with English-language education and nutritional support, providing an example of the type of longer-term community initiative the Foundation intends to pursue.

Jonna Danlund, Director of ESG at Betsson, said:

“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.”

Betsson said its previous social impact activities have ranged from employee-led fundraising to grassroots programmes and initiatives created alongside commercial sports partners.

The new structure is intended to coordinate and scale those activities rather than replace the group's existing community relationships.

Foundation Established As Separate Legal Entity

The Betsson Foundation has been incorporated in Malta as a registered public benefit foundation and operates separately from the gambling group's commercial operations.

Its governance framework consists of the founding company, a Board of Administrators and a Supervisory Council.

Betsson said the structure is intended to provide oversight and accountability while ensuring the Foundation manages its activities in accordance with applicable legal requirements.

The organisation will now build on Betsson’s existing community programmes while exploring further opportunities to use its international presence and sports partnerships to support charitable and social initiatives.