Betsson Group has officially launched the Betsson Foundation, bringing together its charitable, community and sports-related initiatives under a single organisation.
The newly established body will serve as the central organisation for the group’s social impact activities going forward.
It will incorporate Betsson’s existing programmes and initiatives under a shared framework designed to consolidate and amplify their collective reach.
Betsson stated that grouping its charitable activities together will “strengthen collaboration and knowledge sharing” across the business.
The group is currently involved with a range of schemes including employee-led fundraising, grassroots projects, and broader community and corporate social responsibility initiatives.
Jonna Danlund, Director of ESG at Betsson, outlined the ambition behind the launch in clear terms, pointing to lasting change as the core objective.
“Through the 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,” said Danlund.
Jesper Svensson, CEO of Betsson Operations, highlighted sport as a defining element of the group’s identity and a natural pillar of the new Foundation’s work.
“Sport and community engagement have long been part of Betsson’s DNA,” said Svensson. “The launch of the Betsson Foundation strengthens our ability to support the people, programmes and organisations making a positive difference in our communities.”
Svensson added that the Foundation creates a fresh opportunity to deepen existing relationships with sporting partners and connect their reach to meaningful community programmes.
Sport will remain a central focus of the Foundation, reflecting Betsson’s long-standing engagement and partnerships across the global sporting community.
One active example of this work is the Foundation’s support for Boosting Up, a five-year programme in Peru supporting 22 participants from a Lima school through football, English-language education and nutritional support.
The Betsson Foundation has been incorporated in Malta as a separate legal entity with its own governance structure.
That governance framework comprises the founding company, a board of administrators and a supervisory council, providing formal oversight of the Foundation’s activities and decisions.
As the Foundation matures, Betsson intends to strengthen existing initiatives while actively seeking new partnerships across sport and other sectors in all markets where the group operates.
