Betsson Group has announced the creation of the Betsson Foundation, a new registered public benefit foundation designed to centralise its social impact activities.
The foundation will bring together the group’s charitable, community and sports-related initiatives under one shared organisational framework, consolidating efforts that were previously spread across multiple programmes.
Betsson says grouping its charitable activities together will “strengthen collaboration and knowledge sharing” and increase the long-term impact of its work across different markets.
The group’s existing schemes, including employee-led fundraising, grassroots projects and broader community and CSR initiatives, will all be incorporated into the new structure.
Jonna Danlund, Director of ESG at Betsson, outlined the ambition behind the move in a statement accompanying the announcement.
“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.
Sport has always featured heavily in Betsson’s charitable work, with the group having established relationships with football clubs and athletes across multiple markets over the years.
The group confirmed that sport will remain “central” to its philanthropic direction under the new foundation, with plans to deepen existing partnerships and seek out new ones across all markets where Betsson operates.
Jesper Svensson, CEO of Betsson Operations, said the restructure provides a stronger platform for engagement with the group’s sporting partners.
“Sport and community engagement have long been part of Betsson’s DNA,” said Svensson. “It also gives us the opportunity to work even more closely with our clubs and athlete partners to connect the power and reach of sport with meaningful community initiatives.”
One active example of the Foundation’s work is its support for Boosting Up, a five-year programme operating in Peru that backs 22 participants from a school in Lima through football, English-language education and nutritional support.
The Betsson Foundation has been incorporated in Malta as a separate legal entity, operating under a governance structure that includes the founding company, a Board of Administrators and a Supervisory Council.
This framework is designed to ensure effective supervision, accountability and compliance with legal requirements while supporting the Foundation’s ongoing philanthropic activities across all relevant markets.
