Betsson Group has expanded its World Cup marketing activity with Pride of a Nation, a football talk show featuring players and former players from four clubs in its sponsorship portfolio.
The operator said the series includes Inter, Club Brugge, Atlético Nacional and Racing Club, with each episode running for more than 20 minutes across YouTube and social media channels.
The clubs collectively give Betsson exposure across Italy, Belgium, Colombia and Argentina, markets that align with its wider football sponsorship strategy.
The programme features former and current players from the four clubs, including Christian Vieri, Denzel Dumfries and Stefan de Vrij from Inter, Simon Mignolet from Club Brugge, René Higuita from Atlético Nacional and Sergio Romero from Racing Club.
Betsson Group CCO, Ronni Hartvig, said: “The World Cup is the biggest football moment of the year for us.”
The launch comes during a period of increased football advertising activity around the expanded 2026 World Cup, which features 48 teams and 104 matches across the United States, Canada and Mexico.
ITV has described the tournament as its most commercially successful football event, with advertising revenue running around 30% above Euro 2024 levels.
Betsson has also intensified its own tournament activity. Earlier this week, it launched The Betsson Football Festival, a global campaign developed mainly in-house and adapted into more than 100 localised versions using AI tools.
The operator’s sports marketing push follows a mixed Q1 2026 update. Group revenue fell 3% year-on-year to €285.3m ($328m), while EBITDA declined 36% to €50m and net income fell to €25.5m. B2C revenue grew 15%, with Latin America up 25% and representing one-third of group revenue.
The Club Brugge link also reflects Betsson’s broader European football strategy, after the operator signed a three-year main partner agreement with the Belgian club in 2025.
Pride of a Nation is available across Betsson’s digital channels, including YouTube and social media
