Betsson consolidates charity work under new foundation

Betsson Group has launched the Betsson Foundation, a registered public benefit foundation that will bring the operator's charitable, community and sports related initiatives under a single organisation, according to Yogonet.

The foundation has been incorporated in Malta, where Betsson holds its gaming licence, and will operate as a separate legal entity from the main business.

What the foundation will do

Betsson has previously backed local communities through employee led fundraising, grassroots projects, corporate social responsibility work, and partnerships with football clubs and athletes. The new foundation is designed to coordinate and scale those activities across the group's markets, working with employees, partners and local organisations.

Rather than creating new programmes from scratch, the foundation brings existing and future initiatives under one shared framework, which Betsson said will strengthen collaboration between projects and increase their long term impact.

One example cited by the company is 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.

Sport stays at the centre

Betsson said sport will remain a central focus of the foundation's work, using the group's global sports partnerships to widen the reach of its community initiatives. The foundation will also look to build on existing partnerships and identify new opportunities across Betsson's markets.

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.Jesper Svensson, CEO of Betsson Operations

Svensson added that the launch will allow Betsson to work more closely with its club and athlete partners, connecting the reach of sport with community initiatives on the ground.

Jonna Danlund, the company's Director of ESG, said the aim is to create lasting impact by supporting worthy causes and fostering long term partnerships, while bringing together initiatives that strengthen communities across Betsson's locations.

How the foundation is governed

The Betsson Foundation operates under a governance framework made up of the founding company, a Board of Administrators and a Supervisory Council. Betsson said this structure is intended to provide oversight and accountability, while supporting the foundation's philanthropic objectives and compliance with applicable legal requirements.

Why it matters

Gambling operators across Europe face continued scrutiny over advertising, sports sponsorship and their social footprint, with regulators and the public increasingly asking how betting companies give back to the communities they operate in. By formalising its charitable and sports work into a single entity, Betsson is signalling that it wants this activity treated as a core, structured part of the business rather than a scattered set of local initiatives. For a company that sponsors football clubs and athletes across multiple markets, a dedicated foundation also makes it easier to report consistently on what is being funded and what impact it has.