Betsson Sport is stepping into 2026 with a high-profile campaign in Italy, and it’s leaning on some of the biggest names the country has ever produced. Francesco Totti, Roberto Baggio and Fabio Cannavaro are now the faces of a nationwide push designed to put the platform and the clubs connected to it firmly in the spotlight.
The new campaign brings the three former stars together across television, digital and social channels. The focus is not just on soccer, but on a wider network of sporting organisations tied to Betsson Sport Club, an initiative the company introduced in 2024 to help local teams and associations gain greater exposure.
Totti, the former AS Roma captain and 2006 FIFA World Cup champion, continues in his ambassador role. This year he is joined by Baggio, the Ballon d’Or winner whose name still resonates with fans across generations, and Cannavaro, another 2006 World Cup winner and a former Italy captain. Their combined profile is expected to draw fresh attention to the project and extend its reach well beyond soccer’s traditional audience.
At the centre of the campaign is a new television and online advert titled “Museo della Passione.” In the spot, the three icons act as guides through a museum-style setting that showcases the different sports represented within the Betsson Sport Club ecosystem. As viewers move from room to room, the message becomes clear: values such as inclusion, passion and fair play cut across every discipline, not just the country’s most popular game.
Stefano Tino, managing director for Southern Europe at Betsson Group, said the campaign reflects the company’s broader goals for the platform. “With this campaign we continue to strengthen Betsson Sport as a platform that promotes the values of sport, including fair play, inclusion and passion,” Tino said. He added that the involvement of the three soccer icons will help grow the club and increase its visibility across different sports disciplines.
The campaign also arrives as Betsson deepens its footprint in Italy. The group recently secured additional certifications in the country, reinforcing its compliance credentials and underlining its commitment to operating within Italy’s regulatory framework. The move is part of a wider strategy to strengthen trust and transparency in regulated markets.
Internationally, Betsson has continued to expand its brand through partnerships, including a recent collaboration with Colombian soccer club Atlético Nacional to launch a themed digital slot game. The project draws attention to how the company is blending sports branding with its gaming portfolio in different regions.
Over the coming months, Betsson Sport plans to release exclusive interviews, behind-the-scenes features and digital activations tied to the new campaign. All of it will be distributed through the Betsson Sport platform and related channels. The Betsson Sport Club remains open to new organisations, with interested groups able to apply directly through the website.
Featured image: Betsson via press release
