Betsson Group has launched a new global marketing campaign ahead of the 2026 FIFA World Cup, as operators increase investment in football-focused customer acquisition and brand engagement during one of the betting industry's largest sporting events.
The campaign, titled The Betsson Football Festival, centres on a television commercial filmed in Argentina and a new football anthem, while also incorporating AI-generated localisation tools designed to tailor content for different international markets.
According to Betsson, the campaign produced 15 core video assets and more than 100 localised versions. The operator said AI technology was used to adapt visual elements including team jerseys, colours and cultural references to suit individual regions.
The launch comes as the gambling sector prepares for a tournament expected to generate record global audiences.
The 2026 World Cup, hosted across the United States, Canada and Mexico, will be the first edition featuring 48 national teams, creating additional commercial opportunities for operators with international footprints.
Betsson has increasingly relied on sports sponsorships and football-related marketing to support growth across regulated markets. The operator maintains partnerships across football, tennis, padel and basketball, while its strongest recent commercial performance has come from Latin America.
In its first-quarter 2026 results, Betsson reported revenue of €285m ($328m), up 18% year-on-year, with Latin America revenue rising 25%.
The region now accounts for approximately one-third of group revenue, reflecting the operator's continued focus on markets such as Argentina, Brazil and Peru.
The latest campaign was developed primarily by Betsson's in-house creative team, a function the company has expanded in recent years as it seeks greater control over international marketing output and local market adaptation.
Several Betsson ambassadors appear in the campaign, including Zaira Nara, Jazmín Pinedo, Diego Rebagliati, Talía Azcárate and Nicole Moreno.
Betsson Group CCO, Ronni Hartvig, said: "The World Cup is one of the few moments that truly brings the world together."
Hartvig added: "The Betsson Football Festival puts fans at the centre and blends entertainment, football culture and local relevance across markets."
The campaign also introduces a new song, "Forever (la la leh)", written by Andréas Pfannenstill. Betsson said the track is intended to form part of a longer-term brand platform extending beyond this year's tournament.
Earlier this month, Betsson Greece expanded its anti-bullying CSR programme through a seminar with the Greek Association of Women Entrepreneurs, linking its sports sponsorship portfolio with workplace conduct initiatives and professional development programmes.
Betsson's sports sponsorship portfolio includes partnerships with Club Brugge, the Davis Cup and the Betsson Greek Cup, alongside newer padel sponsorship agreements in Europe and Latin America
