Betsson Secures Davis Cup Sponsorship, Ciroc Backs Dallas Open

The world of professional tennis is seeing increased investment from the sports betting industry, with the International Tennis Federation (ITF) announcing a new multi-year sponsorship deal with Swedish operator Betsson Group for the Davis Cup, the premier men’s national teams tournament.

A New Partnership for the Davis Cup

Betsson will become the official sports betting partner of the Davis Cup, activating its sponsorship through branding at events, dedicated fan zone experiences, and co-branded merchandise. Here’s described as a “substantial” agreement, signaling a significant financial commitment to the tournament.

Did You Know? The opening weekend of the 2026 Davis Cup action is scheduled to take place from February 6 to 8.

Shifting Sponsorship Landscape

This partnership marks a change in the Davis Cup’s betting sponsorships, as Betsson replaces Stake, which held the designation for the 2024 and 2025 editions of the tournament. Betsson joins a growing list of major sponsors supporting the Davis Cup, including established brands like Rolex, MG, Fage, and Corpay.

Expanding Betsson’s Tennis Footprint

The Davis Cup deal isn’t Betsson’s first foray into tennis. The company already serves as the main sponsor of the Nordic Open and has a partnership with the Hellenic Tennis Federation, supporting the Greek Davis Cup team. They have also sponsored multiple ATP tournaments across South America, demonstrating a clear strategy to increase brand visibility within the sport.

Expert Insight: The increasing involvement of sports betting companies in tennis sponsorships reflects a broader trend across professional sports, driven by the growing legalization and acceptance of sports wagering globally. This partnership provides the Davis Cup with a new revenue stream and expanded marketing reach, while offering Betsson valuable brand exposure to a dedicated tennis audience.

Beyond Tennis: A Broader Sports Portfolio

Betsson’s sports sponsorship portfolio extends beyond tennis, encompassing partnerships with Inter Milan, Club Brugge, and Boca Juniors in the world of soccer, as well as the Premier Padel tour. This diversified approach suggests a strategy to reach a wide range of sports fans internationally.

Dallas Open Secures New Sponsorship

In related news, the Dallas Open, an ATP 500 tournament, has secured Ciroc as a sponsor for a three-year deal. Ciroc will be the official vodka of the tournament, with activations including cocktail experiences and branded bars. The Dallas Open recently secured naming rights with digital asset platform Nexo last month.

Frequently Asked Questions

What tournament is Betsson sponsoring?

Betsson is sponsoring the Davis Cup, the men’s national teams tournament organised by the International Tennis Federation (ITF).

Who did Betsson replace as the Davis Cup’s sports betting partner?

Betsson replaced Stake as the official sports betting partner of the Davis Cup.

What other sports does Betsson sponsor?

Betsson also sponsors Inter Milan, Club Brugge, Boca Juniors, and the Premier Padel tour.

As sports betting continues to gain prominence, how might these partnerships shape the fan experience at tennis events in the years to come?