Betsson Group consolidates CSR work under new Betsson Foundation
The operator has set up a separate Malta-incorporated entity to coordinate sponsorship, community and fundraising activity previously run through individual club and athlete partnerships.
Betsson Group has established the Betsson Foundation, a standalone body intended to bring together the company's existing social impact work under one structure, according to SBC News.
The operator has long supported community organisations and grassroots projects through its sponsorship ties with football clubs and athletes, which have produced various fundraising drives and local initiatives over time. The Foundation is designed to centralise that activity rather than introduce new programmes, with employees, partners and local organisations across Betsson's markets now expected to work within a shared framework.
Jonna Danlund, Director of ESG at Betsson, said the aim was to "create lasting positive impact by supporting worthy causes, fostering long-term partnerships, and bringing together initiatives that strengthen communities across our locations."
The Foundation has been incorporated as a separate legal entity in Malta. It will sit under the governance of the founding company alongside a Board of Administrators and a Supervisory Council, a structure Betsson Group says is intended to ensure oversight and accountability while keeping its philanthropic work within legal requirements.
Sport will continue to anchor the Foundation's activities, with Betsson planning to draw on its network of sponsorship deals across global sport to widen its community initiatives.
Jesper Svensson, Chief Executive Officer of Betsson Operations, said sport and community engagement had "long been part of Betsson's DNA," adding that the Foundation "strengthens our ability to support the people, programmes and organisations making a positive difference in our communities."
Svensson said the new structure would also let Betsson "work even more closely with our clubs and athlete partners to connect the power and reach of sport with meaningful community initiatives."
The move places Betsson among a growing number of gambling operators formalising their CSR activity through dedicated foundations, as the sector seeks more structured ways to demonstrate community investment alongside its commercial sponsorship arrangements.