Betsson renews BNP Paribas Nordic Open partnership

Betsson Group has officially renewed its partnership with the BNP Paribas Nordic Open, reaffirming its commitment to one of the most prestigious tennis events in the Nordic region. The collaboration marks another chapter in the enduring relationship between the Swedish-founded gaming operator and the celebrated Stockholm-based tournament.

The renewed partnership ensures that Betsson will maintain a prominent presence at the Royal Tennis Hall in Stockholm, where this year’s BNP Paribas Nordic Open is scheduled to take place from October 11 to 19, 2025. The agreement strengthens Betsson’s role in promoting elite tennis within Scandinavia and highlights the company’s broader investment in sports sponsorships and community engagement.

A continuation of a long-standing relationship

For Betsson, this renewed sponsorship goes far beyond a marketing collaboration. It represents continuity and national pride. The Stockholm-headquartered gaming company, founded more than 60 years ago, has long positioned itself as a key player in supporting sports events that resonate with both local and international audiences.

“We are delighted to continue our partnership with the BNP Paribas Nordic Open. Supporting such a prestigious tournament on Swedish soil, where Betsson was founded more than 60 years ago, is something very special for us,” said Ronni Hartvig, Chief Commercial Officer of Betsson Group.

The statement highlights Betsson’s longstanding commitment to Swedish sports culture and its strategy of reinforcing local partnerships that contribute to the visibility of both the brand and the sport itself.

Over the past few years, Betsson’s name has become increasingly associated with various sporting disciplines—from football and ice hockey to motorsport and tennis. The renewal of this partnership is therefore seen as a strategic continuation of Betsson’s efforts to associate its brand with integrity, excitement, and the enduring appeal of live sport.

Enhancing the fan experience at the Royal Tennis Hall

As part of the renewed collaboration, Betsson will once again deliver several on-site activations aimed at enriching the visitor experience during the tournament. Fans attending the BNP Paribas Nordic Open will have opportunities to participate in ticket raffles, interact with brand-led entertainment areas, and access real-time betting odds on all matches throughout the week-long event.

These initiatives are designed not only to entertain spectators but also to enhance their engagement with the sport. The combination of live tennis and interactive brand experiences creates a vibrant environment that appeals to both loyal followers of the tournament and casual attendees.

“It is a great pleasure to have Betsson continue as our main partner. Their experience in sports sponsorships worldwide and their strong heritage in Sweden add real value to the tournament. Together, we aim to further strengthen the Nordic Open’s profile and offer fans an even more engaging event,” said Rasmus Hult, CEO of BNP Paribas Nordic Open.

This joint vision aligns with the tournament’s growing ambition to cement its reputation as a leading sporting and social event in Northern Europe.

The growing legacy of the BNP Paribas Nordic Open

The BNP Paribas Nordic Open, often referred to as the crown jewel of Nordic tennis, has a rich legacy dating back to 1969. The tournament has hosted numerous global tennis icons, including Björn Borg, Roger Federer, and Rafael Nadal, making it one of the most historically significant ATP events in Scandinavia.

Held annually at the Royal Tennis Hall (Kungliga Tennishallen) in Stockholm, the competition is recognized not only for its sporting excellence but also for its unique atmosphere that combines traditional elegance with modern entertainment.

In recent years, organizers have made efforts to modernize the event’s appeal to younger audiences, including the integration of digital experiences, social media engagement, and brand activations such as those introduced by Betsson.

By maintaining its sponsorship, Betsson continues to play an instrumental role in ensuring that the Nordic Open remains both financially stable and culturally relevant in an evolving global sports landscape.

A strategic move for Betsson’s brand positioning

For Betsson Group, the renewal of this partnership serves as a strategic reinforcement of its marketing footprint in the Nordic region. The company, which has built a strong reputation across international gaming markets, continues to prioritize partnerships that align with its core values of responsibility, transparency, and fair play.

Sponsorships such as the BNP Paribas Nordic Open offer Betsson the opportunity to engage with sports enthusiasts in a non-intrusive and culturally integrated manner. Rather than focusing solely on promotional exposure, the brand’s involvement reflects an effort to contribute positively to the sporting community while adhering to responsible gaming standards.

Moreover, by supporting an event held in its home country, Betsson underscores its continued commitment to Sweden’s sporting heritage. The partnership highlights how a locally founded company can maintain relevance in both domestic and international contexts through strategic brand alignment and ethical corporate communication.

Responsible engagement in sports sponsorship

In a sector that has faced increasing scrutiny regarding advertising and player protection, Betsson has consistently emphasized responsible gaming practices as a central part of its identity. Through partnerships like this one, the company demonstrates that it can support sport responsibly without compromising its ethical commitments or the integrity of the events it sponsors.

At the BNP Paribas Nordic Open, Betsson’s involvement includes strict compliance with local marketing regulations, ensuring that all promotional activities remain transparent, age-appropriate, and socially responsible.

The company’s broader approach to sponsorships is characterized by community engagement and educational messaging, which aim to promote a balanced relationship between entertainment and responsibility. This perspective has helped Betsson sustain long-term relationships with sporting organizations, regulators, and fans alike.

The role of sponsorships in strengthening local sports

Partnerships between corporations and sporting events have become increasingly vital for the development of local tournaments, especially in markets where public funding for sports can be limited.

Through its continued investment in the BNP Paribas Nordic Open, Betsson contributes to the event’s operational sustainability and international visibility. This collaboration helps attract global talent, improve event infrastructure, and offer a superior experience to attendees.

In turn, the tournament provides Betsson with a valuable platform to connect with audiences through a shared passion for tennis, while avoiding over-commercialization or reputational risks.

Such balanced partnerships are now regarded as models of modern sports sponsorship, where both parties aim for mutual benefit without compromising integrity or cultural authenticity.

Looking ahead: A shared vision for 2025 and beyond

As preparations for the 2025 edition of the BNP Paribas Nordic Open advance, both Betsson and the tournament organizers have expressed confidence that this year’s event will be one of the most dynamic in recent history.

Enhanced digital integration, fan engagement activities, and sustainability measures are expected to play a key role in shaping the future of the tournament.

For Betsson, this renewal not only cements its status as a trusted name in sports sponsorship but also demonstrates its ongoing dedication to promoting Swedish excellence on the global stage.

The shared objective of both parties is clear: to preserve the tournament’s heritage while evolving its appeal to modern audiences.

Conclusion

The renewed partnership between Betsson Group and the BNP Paribas Nordic Open represents far more than a sponsorship renewal—it symbolizes a celebration of tradition, innovation, and shared values.

By continuing to invest in this iconic tournament, Betsson reaffirms its connection to Sweden’s sporting legacy while contributing to the international recognition of Nordic tennis. The collaboration reflects a balance between commercial objectives and cultural responsibility, serving as an example of how modern sponsorships can enrich the sporting world ethically and sustainably.

FAQs

What is the BNP Paribas Nordic Open?
It is the largest professional tennis tournament in the Nordic region, held annually at the Royal Tennis Hall in Stockholm, Sweden.

Why did Betsson renew its partnership with the tournament?
Betsson renewed the partnership to continue supporting Swedish sports and strengthen its connection with the tennis community.

When will the 2025 BNP Paribas Nordic Open take place?
The 2025 tournament will be held from October 11 to 19 at the Royal Tennis Hall in Stockholm.

What kind of activities will Betsson organize during the event?
Betsson will host on-site activations, ticket raffles, and provide live betting odds on all matches.

Who is Ronni Hartvig?
Ronni Hartvig is the Chief Commercial Officer of Betsson Group and a key spokesperson for the partnership renewal.

Who is Rasmus Hult?
Rasmus Hult is the CEO of the BNP Paribas Nordic Open and has welcomed Betsson’s continued involvement in the event.

How does this partnership benefit tennis fans?
Fans will enjoy enhanced event experiences, more engagement opportunities, and a lively tournament atmosphere.

Does Betsson promote responsible gaming during sponsorships?
Yes, Betsson emphasizes responsible gaming in all sponsorships, ensuring compliance with local and ethical standards.

How long has Betsson been associated with the tournament?
Betsson has partnered with the BNP Paribas Nordic Open for several years, continuing a strong relationship rooted in Sweden’s sports culture.

What does this renewal mean for Swedish sports?
The partnership reinforces Sweden’s position as a hub for international tennis and showcases successful collaboration between sports and business.