The International Tennis Federation (ITF) has secured Swedish sports betting operator Betsson Group as a new sponsor of the Davis Cup, the men’s national teams tournament.
Through the agreement, Betsson becomes the official sports betting partner of the competition.
In a “substantial” multi-year deal, the partnership will see Betsson activate across the men’s World Cup of Tennis through a wide range of commercial and fan-facing initiatives.
The betting firm will be present across back wall branding at Davis Cup events, along with dedicated fan zone activations and co-branded merchandise.
Betsson replaces casino and sports betting platform Stake as the sports betting partner for the Davis Cup. Stake held the designation for the 2024 and 2025 editions of the tournament.
Betsson is the latest partner to join the Davis Cup’s portfolio of major sponsors, including Rolex, MG, Fage, and Corpay.
The announcement comes ahead of the opening weekend of 2026 Davis Cup action, taking place from February 6 to 8.
The tie-up expands Betsson’s presence in tennis, as it also serves as the main sponsor of the Nordic Open, and has a partnership with the Hellenic Tennis Federation (Greece Davis Cup team).
The company has also sponsored multiple ATP tournaments across South America.
The partnership also strengthens Betsson’s global sports sponsorship portfolio, as it currently has partnerships with top Italian soccer club Inter Milan, Belgian side Club Brugge, and Argentina’s Boca Juniors, and also covers the Premier Padel tour.
Elsewhere in tennis, Ciroc has been named as a sponsor of the Dallas Open, one of the more prestigious tournaments on the third-tier ATP 500 men’s tennis circuit, in a new three-year deal.
The brand will serve as the official vodka of the Dallas Open and be integrated across the competition.
As part of the deal, Ciroc Vodka will activate through the tournament, including featured cocktail experiences, branded mobile bars, and a dedicated on-site presence.
This year’s Dallas Open will take place from February 7 to 15 at the Ford Center at The Star in Frisco, Texas.
Last month, digital asset platform Nexo secured naming rights to the Dallas Open.
