As part of the deal, Betsson will acquire branding rights. In 2021, Betsson agreed a deal to become a regional sponsor of the 2021 Copa América. In 2021, it was announced that Betsson will be launching in Mexico through a partnership with local company Big Bola Casinos. In May 2021, Betsson partnered with Norwegian Toppserien women's football club Avaldsnes IL.

In May 2021, Betsson obtaining two licences from the Hellenic Gaming Commission for their brand. As a consequence, Patric Svensk was appointed Chairman of the Board after Pontus. Ulrik Bengtsson stepped down as CEO on and was succeeded by Pontus Lindwall. Ulrik Bengtsson stepped up as CEO of Betsson in March 2016, and took over after Pontus Lindwall, who has stayed on as chairman of the board.

In 2006, Cherryföretagen changes its name to Betsson and the traditional gaming operation in the business sector of Cherry merges into a new group, Cherryföretagen, which later shortens the name back to Cherry and launches its own online sector based in Malta. In 2003, after the return of Pontus Lindwall (son of Bill Lindwall), as the CEO of Cherry, the company buys into Betsson (founded by Henrik Bergquist, Anders Holmgren and Fredrik Sidfalk), which had a gaming licence in England at that time, and later acquires a license in Malta. The rest of the shares in Net Entertainment held by Kinnevik was acquired by Cherry in 2000, making Kinnevik the largest shareholder of Cherry in the process.

Cherry acquired a minority share of Net Entertainment in 1998, which was a company co-founded with Investment AB Kinnevik, tasked with developing online gaming solutions. Corporate history īetsson AB can trace its roots back to 1963, and the foundation of AB Restaurang Rouletter by Bill Lindwall and Rolf Lundström, later renamed Cherryföretagen AB (Cherry), which provided slot machines to restaurants in Sweden. Betsson AB is listed on the Nasdaq Stockholm Large Cap List. Betsson AB is an online gambling company, producing casino, poker, bingo, sports betting and scratch cards websites, through more than 20 online gaming brands, including Betsson, Betsafe and NordicBet.

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