Betsson launches Betsson Foundation to centralise CSR and sports community programmes
Betsson Group has registered the Betsson Foundation in Malta to consolidate the company's charitable, community and sports-related activities. The foundation will coordinate existing projects and scale new initiatives across Betsson's markets.
Betsson Group announced on 2 October 2026 the incorporation in Malta of the Betsson Foundation, a registered public benefit foundation designed to centralise and scale the group's charitable, community and sports-related initiatives.
The foundation will act as the central organisation coordinating Betsson's social impact work across its markets and office locations, working closely with employees, partners and local organisations. According to Betsson, bringing initiatives under a single framework aims to strengthen collaboration, improve knowledge sharing and increase long-term impact.
Sport will remain a core focus for the new entity, reflecting Betsson's historic engagement with clubs and athletes. 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 Betsson Foundation has been incorporated as a separate legal entity in Malta and will operate under a governance framework that includes the founding company, a Board of Administrators and a Supervisory Council to provide oversight and accountability. Jonna Danlund, Director of ESG, commented: "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."
One concrete example cited at launch is support for Boosting Up, a five-year programme in Peru that supports 22 participants from a school in Lima through football, English-language education and nutritional support.
Betsson Group, originally founded in 1963, employs around 3,000 people across Europe, South America, Asia and North America. The parent company, Betsson AB, is listed on Nasdaq Stockholm. The group's statement frames sustainability and community responsibility as integrated elements of its business strategy.
