betsson

Betsson AB is a well-established online gambling company with a rich history that traces its roots back to 1963. Originally founded as AB Restaurang Rouletter by Bill Lindwall and Rolf Lundström, the company has undergone several transformations and acquisitions over the years to become the global betting and gaming brand it is today. Here’s a more detailed overview of the company:

History and Development

• 1963: The company was initially founded under the name AB Restaurang Rouletter. It later became Cherryföretagen AB (Cherry) and was involved in providing slot machines to Swedish restaurants.
• 1998-2000: Cherry entered the online gaming space by acquiring a minority stake in Net Entertainment, a company focused on developing online gaming solutions. By 2000, Cherry acquired the remaining shares in Net Entertainment, making it the largest shareholder.
• 2003: The company purchased a stake in Betsson, which was founded by Henrik Bergquist, Anders Holmgren, and Fredrik Sidfalk. This acquisition laid the foundation for the Betsson brand’s rapid expansion.
• 2006: Cherryföretagen rebranded as Betsson AB, reflecting its focus on online gambling and gaming operations.

Over the years, Betsson has expanded its operations globally, with a significant presence in several countries and a variety of brand partnerships. These include popular betting brands like Betsson, Betsafe, NordicBet, and betFIRST, which operate in multiple markets across the world.

Major Milestones and Acquisitions

• 2016: Ulrik Bengtsson became CEO of Betsson, succeeding Pontus Lindwall, who had been the CEO for many years. After a period of leadership changes, Pontus Lindwall resumed the CEO role in 2017.
• 2021-2024: Betsson continued to expand its global footprint through various partnerships and sponsorships, including deals with football clubs, leagues, and regional sponsorships.
  • Greece: Betsson became the sponsor of Super League Greece 2 and the Greek Football Cup.
  • Latin America: Betsson entered Argentina and Colombia with local partnerships and ambassadors.
  • Sponsorship Deals: In 2023, Betsson became the main sponsor of Boca Juniors and Racing Club de Avellaneda in Argentina, and Inter Milan in Italy, solidifying its position as a key player in the global sports sponsorship market.

Expansion into New Markets

• Latin America: Betsson experienced significant growth in Latin America, particularly in countries like Argentina, Colombia, and Mexico, with sponsorship deals in football, including partnerships with Boca Juniors and Racing Club. The company’s organic growth strategy paid off as traffic from this region increased substantially, contributing to a rise in revenue.
• Italy: Betsson launched sports betting operations in Italy in 2024, marking its entry into one of Europe’s largest gambling markets, and signed a sponsorship deal with Inter Milan.
• East Europe and Belarus: Betsson expanded its operations in Eastern Europe through its brand Europebet, which offers casino, sportsbook, and poker services, and opened an office in Minsk, Belarus in 2021.

Key Sponsorships and Partnerships

• Betsson has made notable sports sponsorships with football clubs and leagues across the globe.
  • In 2021, it became a sponsor of the Copa América and obtained rights for Peru’s Liga 1, which was renamed the Betsson Liga 1.
  • The company became a major sponsor of Super League Greece 2 and Greek Football Cup in 2021.
  • In 2023, Betsson extended its sponsorship portfolio by partnering with Boca Juniors and Racing Club in Argentina.

Ambassadors and Brand Influencers

• Mario Alberto Yepes, the Colombian footballer, became a brand ambassador for Betsson in Latin America in 2022.
• Other ambassadors included Nicole Regnier (also from Colombia) and Zé Roberto, the Brazilian footballer.
• In 2024, Paolo Guerrero, Peru’s all-time record goalscorer, joined as an ambassador for Betsson’s South American operations.

Expansion into New Sectors

• In 2024, Betsson launched online betting in Buenos Aires (Argentina) and Mexico, marking its further expansion into the Latin American market.
• The company also launched sports betting in Italy with Francesco Totti as an ambassador.

Stock Market and Financial Information

• Betsson AB is listed on the Nasdaq Stockholm Large Cap List, a prestigious stock exchange that showcases some of Sweden’s most prominent companies.

Key Takeaways

• Betsson has evolved from a small Swedish company offering slot machines to a global gambling powerhouse.
• The company has maintained steady growth through strategic acquisitions and partnerships, focusing on both established markets like Europe and expanding regions like Latin America.
• Betsson’s continued success is bolstered by its strong brand partnerships, including prominent sponsorships in football and sponsorships with top teams and leagues around the world.

This rich history of strategic expansion, brand acquisition, and sponsorship deals has positioned Betsson as one of the most prominent names in the global online gaming industry.