Betsson Brings Social Initiatives Together Under New Foundation
Malta.- 8 October 2026 | www.zonadeazar.com Betsson Group has launched the Betsson Foundation, a new Malta-based public benefit entity that will bring the group’s charitable, community and sports-related initiatives under a single structure.
The aim is to coordinate and expand programmes that have previously been developed separately across different markets, offices and sporting partnerships.
A Centralised Platform
The new foundation will act as the central organisation for both existing initiatives and future social-impact projects.
Betsson intends to improve coordination between:
- Employees.
- Local organisations.
- NGOs.
- Sports clubs.
- Athletes.
- Commercial partners.
The group also expects the structure to strengthen knowledge sharing across markets.
Separate Malta Entity
The Betsson Foundation has been incorporated in Malta as a separate legal entity.
Its governance framework includes three components:
- The founding company.
- A Board of Administrators.
- A Supervisory Council.
Betsson says the structure will provide additional oversight and accountability around its philanthropic activities.
No Public Budget Yet
The company has not yet disclosed an overall budget for the foundation.
It has also not published the names of members of the Board of Administrators or Supervisory Council.
Future donations and projects will be assessed according to individual initiatives and markets.
Sport as a Core Pillar
Sport will remain one of the foundation’s central areas of activity.
Betsson plans to use its partnerships with clubs and athletes to extend the reach of community programmes.
The group currently maintains relationships with organisations including Inter, Boca Juniors and Club Brugge, alongside numerous other international sports properties.
Statements
Betsson Operations CEO Jesper Svensson said sport and community engagement have long formed part of the company’s identity.
He said the foundation will allow Betsson to work more closely with clubs and athletes to connect the reach of sport with meaningful community initiatives.
Betsson Director of ESG Jonna Danlund said the foundation is intended to create lasting positive impact through long-term partnerships and a shared framework for the group’s social projects.
Boosting Up in Peru
One of the programmes highlighted at launch is Boosting Up, a five-year initiative in Peru.
The project supports 22 participants from a school in Lima through:
- Football activities.
- English-language education.
- Nutritional support.
Betsson presents the programme as an example of the type of long-term initiative the foundation can develop and scale.
Existing Community Work
The new structure will also bring together initiatives Betsson had already been running before the foundation’s formal launch.
These include:
- Earthquake relief in Colombia.
- Anti-bullying campaigns.
- Wings for Life World Run.
- Humanitarian support for Ukraine.
- Foodbank partnerships.
- Blood and plasma donation campaigns.
Club Brugge Blood Donation Campaign
In February 2026, Betsson temporarily donated Club Brugge’s front-of-shirt sponsorship space to promote blood and plasma donation across Flanders.
The initiative illustrates the model Betsson aims to expand by using commercial sports partnerships as platforms for social-impact campaigns.
ESG Integration
The foundation also forms part of the group’s wider ESG strategy.
Betsson is seeking to move from a collection of individual corporate-responsibility initiatives towards a more permanent and coordinated global structure.
Next Steps or Impact
The Betsson Foundation will continue developing existing partnerships while identifying new projects across the group’s markets.
Its main challenge will be turning a broad portfolio of social initiatives into a more consistent and measurable global strategy.
The new structure should also provide greater visibility into how Betsson separates and coordinates philanthropic, sporting and commercial objectives as the foundation grows.
Editó: @fonta
