Betsson Group has launched the Betsson Foundation, a new public benefit organisation designed to bring its charitable, community and sports-related activities under one structure.
The Malta-incorporated Foundation will coordinate existing initiatives across Betsson’s markets while also developing new projects with employees, local organisations, sports clubs and athlete partners. The company said the centralised approach is intended to improve collaboration, governance and knowledge sharing while increasing the long-term impact of its social programmes.
Betsson has previously supported employee-led fundraising, grassroots programmes and community projects connected with its sporting partnerships. Sport will remain one of the Foundation’s main areas of focus, with the operator planning to use its international network of clubs and athletes to extend community initiatives into additional markets.
One programme already supported by the Foundation is Boosting Up in Peru. The five-year initiative works with 22 participants from a school in Lima, combining football with English-language education and nutritional support. Betsson said the Foundation will continue building on existing partnerships while looking for additional opportunities in sport and other community-focused areas.
The organisation will operate as a separate legal entity in Malta. Its governance structure consists of the founding company, a Board of Administrators and a Supervisory Council, which Betsson said will provide oversight and accountability while ensuring activities comply with applicable legal requirements.
Betsson ESG Director Jonna Danlund said the new structure represents the next stage of the company’s existing social-impact work, allowing projects to be managed more consistently across different markets. Funding and other forms of support will be considered individually, with decisions taking account of each initiative’s relevance, expected impact and sustainability. Assistance could include direct financial support, employee involvement, cooperation with local organisations or the use of Betsson’s existing sports partnerships.
During its first 12 months, Betsson plans to establish the Foundation as the main platform for its social-impact activities, strengthen governance across markets and support projects capable of generating lasting benefits for local communities.
Betsson Operations CEO Jesper Svensson said the new organisation will also allow the company to work more closely with its sports partners and connect their reach with community-focused programmes.