Betsson Secures Davis Cup Sponsorship, Ciroc Backs Dallas Open | Sportcal

The International Tennis Federation (ITF) has announced a significant sponsorship deal, securing Swedish sports betting operator Betsson Group as the official sports betting partner of the Davis Cup, the prestigious men’s national teams tournament. The multi-year agreement, described as “substantial,” will see Betsson activate its partnership across a wide range of commercial and fan-facing initiatives during the competition.

Betsson’s branding will be prominently displayed at Davis Cup events, including back wall advertising. Fans will also experience dedicated Betsson activations within fan zones and have access to co-branded merchandise. This partnership marks a change in the Davis Cup’s sponsorship landscape, as Betsson replaces casino and sports betting platform Stake, which held the designation for the 2024 and 2025 tournaments.

The timing of the announcement coincides with the opening weekend of the 2026 Davis Cup action, scheduled to take place from February 6 to February 8. Betsson joins an established portfolio of major Davis Cup sponsors, including Rolex, MG, Fage, and Corpay, further solidifying the tournament’s commercial standing.

This isn’t Betsson’s first foray into the world of tennis. The company already holds the main sponsorship for the Nordic Open and maintains a partnership with the Hellenic Tennis Federation, supporting the Greek Davis Cup team. Betsson has demonstrated a commitment to the sport through sponsorships of multiple ATP tournaments across South America, indicating a strategic focus on expanding its presence within the tennis community.

Beyond tennis, Betsson’s global sports sponsorship portfolio is robust, encompassing partnerships with prominent football clubs such as Inter Milan and Club Brugge, as well as Argentine powerhouse Boca Juniors. The company also supports the Premier Padel tour, showcasing its diverse engagement with various sporting disciplines.

Dallas Open Secures Ciroc Sponsorship

In a separate development, the Dallas Open, an ATP 500 men’s tennis tournament, has secured Ciroc as a sponsor in a new three-year deal. Ciroc will serve as the official vodka of the Dallas Open and will be integrated throughout the competition, offering fans branded experiences such as featured cocktail options and dedicated on-site bars.

This year’s Dallas Open is set to run from February 7 to February 15 at the Ford Center at The Star in Frisco, Texas. The addition of Ciroc builds on the tournament’s existing sponsorship roster, following last month’s naming rights deal with digital asset platform Nexo.

The Betsson and Ciroc sponsorships highlight the continued commercial interest in tennis, particularly as the sport prepares for key events like the Davis Cup and ATP tournaments. These partnerships not only provide financial support for the competitions but also enhance the fan experience through various activations and branding opportunities. The Davis Cup, in particular, benefits from Betsson’s commitment, signaling a stable sponsorship future as it heads into the 2026 season, and beyond.