Betsson Group has netted another sports sponsorship deal in what has been a strong second half to 2025 for the sportsbook and casino giant.
The shirt sponsor of Italian club Inter Milan announced a year-on-year revenue increase of 12% in its interim report for January to September 2025 and confirmed it was actively pursuing further partnerships.
“Sports is a very good way of marketing the brand, and it goes for both casino and sports,” said President and CEO Pontus Lindwall.
“The most clear example of that is what we can see now in Italy, where we do a very strong sports and very sports-oriented sponsorship with Inter, but still we see the casino marching on.
Betsson And Inter Milan
Last season Inter Milan charged to the Champions League final in May carrying the Betsson name with them.
Having been drawn as the ‘away’ team, the Inter squad decided it wanted to play in its allegedly lucky third kit for the Champions League final.
The rarely seen yellow and black strip still sported the Betsson name but did not live up to its billing as Inter were blown away 5-0 by a rampant Paris Saint-Germain.
Inter Milan will wear their third kit in today’s Champions League final — becoming the first team to do so since 1999.🟡🟡 pic.twitter.com/l7VQ4DrWvg
— The Touchline | 𝐓 (@TouchlineX) May 31, 2025
It may have been a disastrous result at the Allianz Arena in Munich, but that run to the final had achieved the maximum possible exposure for the Betsson brand.
After dusting themselves down, Inter headed to the United States in June to play in front of a global audience at the 2025 Club World Cup.
Remaining unbeaten in the three group stage games, Inter fell out at the Round of 16, losing 2-0 to Brazil’s Fluminense to end their two-week run in the sun.
It was a spectacular first term of a four-year deal that will see Betsson Sport being the official main partner of Inter Milan until the end of the 2027-28 campaign.
“When we signed the historic agreement last summer, we knew we were joining forces with one of football’s most iconic teams,” said Jesper Svensson, CEO of Global Operations.
“What followed has exceeded even our highest expectations.”
Inter have made a confident start to this season’s Champions League campaign with four wins from their first five games.
Next up they welcome a struggling Liverpool side to the San Siro and feature in our Champions League betting tips for the evening.
Which Football Clubs Does Betsson Sponsor?
Betsson has a strong stable of front-of-shirt sponsorship deals in football, with Inter Milan the jewel in its crown.
Another standout partnership is with Argentine powerhouse Boca Juniors, which has 35 Primera Division titles to its name as well as six Copa Libertadores trophy wins.
Signing an initial agreement to be shirt sponsor in June 2023, the Betsson deal with Boca was renewed at the start of this year and will run through to December 2028.
Belgium’s Club Brugge agreed a three-year deal with Betsson in the summer for Swedish firm to become its new official partner, an alliance that included front -of-shirt branding,
Racing Club of Argentina also boosted an existing deal at the start of 2025, promoting the Betsson name from the upper back of their shirts to front and centre.
Betsson Brand In Other Sports
Betsson has been beefing up its sporting connections, particularly in Greece.
At the start of this week, the sportsbook revealed it had become the naming partner and major sponsor of Athens-based basketball club Peristeri FC.
Basketball is second only to football in terms of popularity in the country and since 2023 Betsson has been the naming sponsor for AEK Athens, who presently play as AEK Betsson.
The firm showed the strength of its support by becoming grand sponsor of the Basketball Champions League Final Four, played in Athens in May.
Hailing the latest deal, Commercial Director Andreas Nikolopoulos said: “It is a great pleasure for all of us at Betsson to stand alongside a club with such a strong history and identity as Peristeri, a club that has been a reference point in Greek basketball for decades and continues to grow thanks to the steady and methodical work of its management.”
It is one of several new collaborations the firm has brokered during the final quarter of 2025.
In October it emerged as the naming partner and main sponsor of Panionios women’s volleyball team in Greece.
November saw Betsson become back of shirt sponsors for Iraklis Thessalonikis, one of Greece’s oldest established clubs.
Also last month, Betsson renewed its partnership with the BNP Paribas Nordic Open, the world’s oldest indoor ATP event.
