Betsson Extends Its Support for Bastad’s Nordea Open

Betsson Extends Its Support for Bastad's Nordea Open

Sweden's summer sports calendar will once again be anchored by the return of the Nordea Open in Båstad, with Betsson extending its role as official betting partner for the 2025 edition. Scheduled to take place from July 13 to 20, the event remains one of the most established tournaments in the ATP 250 category, and the announcement confirms Betsson's continued investment in a fixture that occupies a distinct space within the tennis season.

The renewed partnership highlights a relationship that has matured over several years, aligning Betsson with a competition deeply rooted in Swedish tennis history. Originally founded in 1948, the tournament, commonly known as the Swedish Open for most of its existence, has consistently attracted interest from both players and audiences. While 2020 marked a pause due to the global pandemic, the event otherwise has run without interruption, marking its 75th anniversary in 2023.

This year's edition brings a familiar combination of international talent and local anticipation. The current lineup includes former top-ten player Grigor Dimitrov, Argentina's Francisco Cerúndolo, and Portugal's Nuno Borges, who returns as the reigning champion. These names help maintain the tournament's visibility on the ATP circuit, while also drawing attention to Båstad, a location that has become closely associated with the rhythm of summer sport in Sweden.

Betsson's ongoing involvement offers more than just surface-level sponsorship. Through this partnership, the company reinforces its role in connecting national audiences with events that carry both regional and international significance. Its presence will again be reflected across the tournament grounds and media, including broader engagement through betting markets built around the event's match outcomes.

From a strategic perspective, Betsson has maintained a consistent approach to sports sponsorship across multiple regions. In Sweden, the company's relationship with tennis has been evident through its support of other ATP events, including the BNP Paribas Nordic Open. Globally, its portfolio includes partnerships with clubs such as Inter Milan, Boca Juniors, Atlético Nacional, and Club Brugge. This mix of domestic and international engagement positions the company at the intersection of local identity and global reach.

Robin Olenius, Head of PR at Betsson Group, emphasized the significance of the Båstad event within the company's broader sponsorship planning. According to Olenius, the tournament offers more than just brand visibility, it holds a place within Swedish cultural patterns that align well with Betsson's long-term positioning. The annual nature of the event, combined with its scenic setting and consistency on the ATP calendar, has contributed to the company's decision to maintain its involvement.

Arena Båstad's Managing Director, Christer Hult, welcomed the continued cooperation, noting the stability and recognition that comes with a long-term partnership. From an operational standpoint, such relationships can help maintain momentum for events that depend on both player engagement and audience loyalty. With Betsson's support remaining in place, the 2025 edition continues to benefit from both commercial backing and public interest.

Beyond Båstad, Betsson's role in tennis has taken various forms over the years, including ambassador work with former top Swedish player Jonas Björkman, and partnerships across ATP events in South America. These efforts reflect a broader commitment to the sport that extends beyond any single market. At the same time, returning to the clay courts of Sweden each summer reflects a measured, locally grounded approach—one that aligns global strategies with national presence.

The renewal of the Nordea Open partnership can be viewed as part of a larger effort to remain embedded in key seasonal events. In Sweden, where the summer calendar features a more limited number of high-profile sporting events, Båstad's tournament holds a unique position. Tennis, with its international tour structure and media profile, provides a platform that supports visibility for sponsors without becoming oversaturated.

For Betsson, the return to Båstad in 2025 continues a familiar pattern: investing in sports properties that blend tradition with relevance. The company's decision to re-engage with the Nordea Open reflects a steady preference for tournaments that are not only consistently organized, but also reflective of broader sporting trends. As the event approaches its 2025 edition, the presence of returning athletes and stable sponsorship support offers continuity for both fans and organizers.