Betsafe is an international

sportsbook A sportsbook is a venue where a gambler can wager on various sports competitions, such as golf, football, basketball, baseball, ice hockey, soccer, horse racing, greyhound racing, boxing, and mixed martial arts. The method of betting varies wit ...

popular in the

Baltic region The Baltic Sea Region, alternatively the Baltic Rim countries (or simply the Baltic Rim), and the Baltic Sea countries/states, refers to the general area surrounding the Baltic Sea, including parts of Northern, Central and Eastern Europe. Un ...

and also licensed in

Ontario Ontario is the southernmost Provinces and territories of Canada, province of Canada. Located in Central Canada, Ontario is the Population of Canada by province and territory, country's most populous province. As of the 2021 Canadian census, it ...

Sweden Sweden, formally the Kingdom of Sweden, is a Nordic countries, Nordic country located on the Scandinavian Peninsula in Northern Europe. It borders Norway to the west and north, and Finland to the east. At , Sweden is the largest Nordic count ...

, and

Peru Peru, officially the Republic of Peru, is a country in western South America. It is bordered in the north by Ecuador and Colombia, in the east by Brazil, in the southeast by Bolivia, in the south by Chile, and in the south and west by the Pac ...

. It is headquartered in Malta and is a subsidiary of

Betsson Betsson AB is an online gambling company, producing casino A casino is a facility for gambling. Casinos are often built near or combined with hotels, resorts, restaurants, retail shops, cruise ships, and other tourist attractions. Some casinos ...

, the

online gambling Online gambling (also known as iGaming or iGambling) is any kind of gambling conducted on the internet. This includes virtual poker, casinos, and sports betting. The first online gambling venue opened to the general public was ticketing for th ...

giant listed in Sweden.

History

Betsafe was founded in Norway in 2006 by André Lavold and a group including his brother, Christer Lavold, and Rudi Thomassen and Anders Berntsen. In 2011, Betsafe was acquired by

which saw the acquisition as a way to grow its presence in

Northern Europe The northern region of Europe has several definitions. A restrictive definition may describe northern Europe as being roughly north of the southern coast of the Baltic Sea, which is about 54th parallel north, 54°N, or may be based on other ge ...

. At the time, revenue for the 12-month period ending April 2011 was reported to amount to €33.4 million with

operating profit In accountancy, accounting and finance, earnings before interest and taxes (EBIT) is a measure of a firm's profit (accounting), profit that includes all incomes and expenses (operating and Non-operating income, non-operating) except interest expense ...

of €6.9 million. The deal was worth €32.5 million, half of which was paid in cash and the other half in Betsson shares, corresponding to 4.7x multiple of Betsafe's operating profit.

Victoria Silvstedt Karin Victoria Silvstedt (born 19 September 1974)''Expressen'', 29 October 2004. is a Swedish actress, singer, Playboy Playmate, television host, and beauty pageant titleholder. She participated in Miss World 1993, then branching into modelling ...

was an ambassador for Betsafe filming five different commercials in Mallorca. The partnership was discontinued in 2012. In 2016, Betsafe partnered with Airbnb to rent out an "ultimate sports apartment" in downtown

Stockholm, Sweden Stockholm (; ) is the Capital city, capital and List of urban areas in Sweden by population, most populous city of Sweden, as well as the List of urban areas in the Nordic countries, largest urban area in the Nordic countries. Approximately ...

with three TV screens. In the same year, Betsson merged TonyBet and Triobet into Betsafe following their acquisitions to strengthen its position in the Baltic States. In 2018, the Betsson group including Betsafe received a Swedish gaming license, making it the 12th jurisdiction it was approved to operate in. In 2021, ''Gestion'' reported that the majority of bets placed in Peru focused on European football with Real Madrid, Paris Saint-Germain and Liverpool named as popular clubs. In 2023, Betsafe went live in

Ontario, Canada Ontario is the southernmost Provinces and territories of Canada, province of Canada. Located in Central Canada, Ontario is the Population of Canada by province and territory, country's most populous province. As of the 2021 Canadian census, it ...

with both a B2C and B2B offering.

Sponsorships

Betsafe is a prolific sponsor of sports teams across the Baltics. In Lithuanian basketball, Betsafe was the title sponsor of four teams in the

Lietuvos krepšinio lyga Lietuvos krepšinio lyga (LKL; ), also known as Betsafe LKL for sponsorship reasons, is the premier men's professional club basketball league in Lithuania. It is composed of 10 teams, and it is a member of the Lithuanian Basketball Federation. ...

, branded Betsafe-LKL, in addition to its sponsorship of the

Lithuanian Basketball Federation The Lithuanian Basketball Federation (), also known as LKF, is a national governing body of basketball in Lithuania. It was founded in 1936, but due to Occupation of the Baltic states, Soviet occupation, the federation disappeared from FIBA. It w ...

. The deal with the league was extended for an additional three years in 2022. The

Baltic Women's Basketball League The Women's Baltic Basketball League (WBBL) is a top-level regional basketball league in Northern Europe. The league features women's teams from Latvia, Lithuania, and Estonia. Teams from Finland, Kazakhstan, Belarus, Poland, Russia, Ukraine, an ...

is also a recipient of Betsafe sponsorship.

BK Liepāja BK Liepāja, known as Betsafe/Liepāja for sponsorship reasons, is a professional basketball club in Liepāja, Latvia playing in the Latvian-Estonian Basketball League and Latvian Basketball League. Liepāja team's greatest achievement in Latvi ...

in the

Latvian Basketball League Latvian may refer to: *Something of, from, or related to Latvia **Latvians, a Baltic ethnic group, native to what is modern-day Latvia and the immediate geographical region **Latvian language, also referred to as Lettish **Latvian cuisine **Latvi ...

also received a sponsorship from Betsafe in 2017.

Felix Stephensen Felix Vincent Stephensen (born 22 July 1990) is a Norwegian semi-professional poker player currently residing in London, England known for being the runner-up finisher to Martin Jacobson in the 2014 World Series of Poker Main Event. He has earne ...

was sponsored by "Team Betsafe" in 2014. Betsafe is the exclusive betting partner of the GODSENT professional esports team and

Manchester City F.C. Manchester City Football Club is a professional football club based in Manchester, England, that competes in the Premier League, the top flight of English football. Founded in 1880 as St. Mark's (West Gorton), they became Ardwick Assoc ...

The company had been shirt sponsor of

AFC Leopards Abaluhya Football Club Leopards Sports Club, officially abbreviated as AFC Leopards, is a Kenyan professional football club based in Nairobi. It currently competes in the Kenyan Premier League, the top tier of the Kenyan football league syst ...

and

Gor Mahia Gor Mahia Football Club (), commonly known as is a professional football club based in Nairobi, Kenya. They have won the Kenyan Premier League a record 21 times, and have also won the FKF President's Cup a record 11 times. It is the first and ...

in the

Kenyan Premier League The Kenyan Premier League (KPL), officially known as the FKF Premier League, is a professional league for men's football clubs in Kenya. Standing at the top of the Kenyan football league system, the league was formed in 1963 under the Kenya Foo ...

but the partnership was terminated early with team officials blaming the sports ministry. In motorsport, in 2018, Betsafe became the official European betting partner of

Alfa Romeo Alfa Romeo Automobiles S.p.A. () is an Italian carmaker known for its sports-oriented vehicles, strong auto racing heritage, and iconic design. Headquartered in Turin, Italy, it is a subsidiary of Stellantis Europe and one of 14 brands of mu ...

's F1 Team. It also sponsors a team at the

Gumball 3000 Gumball 3000 is a brand known for the annual Gumball 3000 Rally, an international celebrity motor rally that takes place on public roads. The brand was founded in 1999 by English entrepreneur Maximillion Cooper, with his vision to combine cars, ...

, once bringing an F1 car to the event. The brand sponsored an Audi RS6 DTM with Betsafe branding for Swedish alpine skier

Jon Olsson Jon Anders Olsson (born 17 August 1982) is a former professional freeskier and alpine ski racer from Sweden. Born in Mora, Olsson started his career as a ski racer but at age 16 he switched his race skis for twin tips and quit ski racing. Eight ...

; the car was carjacked and burnt in Amsterdam in 2015.{{Cite news , title=Jon Olsson’s Former Audi RS6 DTM Burned To The Ground In Amsterdam Armed Robbery, url=https://www.carscoops.com/2015/10/jon-olssons-former-audi-rs6-dtm-burned/ , work=Car Scoops

References

Internet properties established in 2006 Gambling companies established in 2006 2006 establishments in Norway