# Betsafe > Mediated Wiki article. Canonical URL: https://mediated.wiki/source/Betsafe > Markdown URL: https://mediated.wiki/source/Betsafe.md > Source: https://en.wikipedia.org/wiki/Betsafe > Source revision: 1355374235 > License: Creative Commons Attribution-ShareAlike 4.0 International (https://creativecommons.org/licenses/by-sa/4.0/) {{Short description|Online casino and betting company}} {{Infobox company | name = Betsafe | logo = Betsafe-logo.png | image = | image_caption = | type = [Subsidiary](/source/Subsidiary) | traded_as = | ISIN = | industry = Online casino and sportbook | predecessor = | foundation = 2006 in [Norway](/source/Norway) | founder = | defunct = | fate = | successor = | location_city = [Stockholm](/source/Stockholm) | location_country = [Sweden](/source/Sweden) | locations = | area_served = Worldwide | key_people = | products = | services = | revenue = | operating_income = | net_income = | assets = | equity = | owner = | num_employees = | parent = [Betsson](/source/Betsson) | divisions = | subsid = | homepage = {{Unbulleted list|betsafe.com (global) |{{url|betsafe.lv/}} (Latvia) |{{url|betsafe.ee/}} (Estonia) |{{url|betsafe.pe/}} (Peru)}} | footnotes = }} '''Betsafe''' is an international [sportsbook](/source/sportsbook) popular in the [Baltic regions](/source/Baltic_region) of [Latvia](/source/Latvia) and [Estonia](/source/Estonia_national_football_team) that is also licensed in [Ontario](/source/Ontario), [Sweden](/source/Sweden), and [Peru](/source/Peru). It is headquartered in Malta and is a subsidiary of [Betsson](/source/Betsson), the [online gambling](/source/online_gambling) 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.{{Cite web |last=Kellberg |first=Afroditi |date=2011-05-13 |title=Jackpot för Betsafe-anställda |url=https://www.di.se/artiklar/2011/5/13/jackpot-for-betsafe-anstallda/ |access-date=2024-11-19 |website=Dagens industri |language=sv}} In 2011, Betsafe was acquired by [Betsson](/source/Betsson) which saw the acquisition as a way to grow its presence in [Northern Europe](/source/Northern_Europe).{{Cite news |last=TT |date=2011-05-13 |title=Betsson köper Betsafe |url=https://www.svd.se/a/21bc5c51-7b8f-3121-b1bb-5e0ef151e3bd/betsson-koper-betsafe |access-date=2024-11-21 |work=Svenska Dagbladet |language=sv |issn=1101-2412}}{{Cite web |date=2011-05-19 |title=Betsson acquires Betsafe for €60 million |url=https://timesofmalta.com/article/Betsson-acquires-Betsafe-for-60-million.366137 |access-date=2024-11-21 |website=Times of Malta |language=en-gb}} At the time, revenue for the 12-month period ending April 2011 was reported to amount to €33.4 million with [operating profit](/source/Earnings_before_interest_and_taxes) 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.{{Cite web |title=Betsson acquires Betsafe |url=https://www.maltatoday.com.mt/business/business_news/10068/betsson-acquires-betsafe |access-date=2024-11-21 |website=MaltaToday.com.mt |language=en}} [Victoria Silvstedt](/source/Victoria_Silvstedt) was an ambassador for Betsafe filming five different commercials in Mallorca.{{Cite web |date=2011-04-05 |title=Titta, här är Victoria Silvstedts "nya" jobb |url=https://www.aftonbladet.se/sportbladet/spel/a/MgPE6J/titta-har-ar-victoria-silvstedts-nya-jobb |access-date=2024-11-21 |website=www.aftonbladet.se |language=sv}} The partnership was discontinued in 2012.{{Cite web |title=Betsafe dumpar Victoria Silvstedt |url=https://www.resume.se/marknadsforing/reklam/betsafe-dumpar-victoria-silvstedt/ |access-date=2024-12-01 |website=www.resume.se |language=sv}} In 2016, Betsafe partnered with Airbnb to rent out an "ultimate sports apartment" in downtown [Stockholm, Sweden](/source/Stockholm%2C_Sweden) 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.{{Cite web |title=Į Lietuvą ateina tarptautinė internetinių žaidimų ir lažybų kompanija: "Tonybet" tampa "Betsafe" |url=https://www.15min.lt/sportas/naujiena/kita/i-lietuva-ateina-tarptautine-internetiniu-zaidimu-ir-lazybu-kompanija-tonybet-tampa-betsafe-26-792066 |access-date=2024-11-21 |website=15min.lt/sportas |language=lt}}{{Cite web |date=2017-05-02 |title=Triobet läheb üle Betsafe kaubamärgile |url=https://majandus.postimees.ee/4098457/triobet-laheb-ule-betsafe-kaubamargile |access-date=2024-11-21 |website=Majandus |language=et}} In 2018, the Betsson group including Betsafe received a Swedish gaming license, making it the 12th jurisdiction it was approved to operate in.{{Cite web |last=Malta |first=Times of |date=2018-12-04 |title=Betsson Group receives gaming licence in Sweden |url=https://timesofmalta.com/article/betsson-group-receives-gaming-licence-in-sweden.695851 |access-date=2025-01-02 |website=Times of Malta |language=en-gb}} In 2021, [''Gestion''](/source/El_Comercio_Group) 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.{{Cite web |last1=Gestión |last2=Gestión |first2=Redacción |date=2021-12-23 |title=Cinco tendencias de las apuestas por internet que destacaron en Perú durante el 2021 |url=https://gestion.pe/economia/cinco-tendencias-de-las-apuestas-por-internet-que-destacaron-en-peru-durante-el-2021-nndc-noticia/ |access-date=2025-01-02 |website=Gestión |language=es}} In 2023, Betsafe went live in [Ontario, Canada](/source/Ontario%2C_Canada) with both a B2C and B2B offering.{{Cite web |title=Betsafe sportsbook and online casino goes live in Ontario |date=10 March 2023 |url=https://www.gamblinginsider.com/news/20408/betsafe-sportsbook-and-online-casino-goes-live-in-ontario}} As of June 2025, Betsson has replaced the Betsafe brand in Lithuania with its flagship Betsson brand.{{Cite web |last=Yogonet |title=Betsson Group replaces Betsafe with its flagship brand in Lithuania {{!}} Yogonet International |url=https://www.yogonet.com/international/news/2025/06/26/109456-betsson-group-replaces-betsafe-with-its-flagship-brand-in-lithuania |access-date=2025-12-13 |website=www.yogonet.com |language=en-US}}{{Cite web |last=Dalius |date=2025-07-24 |title=Nuo "Betsafe" iki "Betsson" 🥇 |url=https://sport24.lt/sportas/karsciausios-naujienos/nuo-betsafe-iki-betsson/ |access-date=2025-12-13 |website=Sport24.lt |language=lt-LT}} As a result of this, [Betsson](/source/Betsson) is now the title sponsor of the [Lithuanian Basketball League](/source/Lithuanian_Basketball_League) rather than Betsafe as of the [2025-26 season](/source/2025%E2%80%9326_LKL_season).{{Cite web |title=Pristatytas naujasis LKL, kurią remia Betsson, sezonas - LKL.LT |url=https://lkl.lt/straipsniai/8418/pristatytas-naujasis-lkl-kuria-remia-betsson-sezonas |access-date=2025-12-13 |website=lkl.lt}} == 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](/source/Lietuvos_krep%C5%A1inio_lyga), branded Betsafe-LKL, in addition to its sponsorship of the [Lithuanian Basketball Federation](/source/Lithuanian_Basketball_Federation).{{Cite web |date=2024-04-23 |title=Lažybų reklamos draudimo matematika – kas netektų milijonų? |url=https://www.lrt.lt/naujienos/sportas/10/2256560/lazybu-reklamos-draudimo-matematika-kas-netektu-milijonu |access-date=2024-11-11 |website=lrt.lt |language=lt}} The deal with the league was extended for an additional three years in 2022.{{Cite web |last=Narayan |first=Niji |date=2022-10-06 |title=Betsafe-LKL Extends Sponsorship Deal with Betsafe |url=https://europeangaming.eu/portal/latest-news/2022/10/06/122368/betsafe-lkl-extends-sponsorship-deal-with-betsafe/ |access-date=2024-11-18 |website=European Gaming Industry News |language=en-US}} The sponsorship passed to its parent [Betsson](/source/Betsson) in 2025. The [Baltic Women's Basketball League](/source/Baltic_Women's_Basketball_League) is also a recipient of Betsafe sponsorship.{{Cite web |title=Baltijos moterų krepšinio lygą perėmusi LKF surado jai rėmėją |url=https://www.lrytas.lt/sportas/krepsinis/2023/01/10/news/baltijos-moteru-krepsinio-lyga-peremusi-lkf-surado-jai-remeja-25757406 |access-date=2024-11-18 |website=www.lrytas.lt}} [BK Liepāja](/source/BK_Liep%C4%81ja) in the [Latvian Basketball League](/source/Latvijas_Basketbola_l%C4%ABga) also received a sponsorship from Betsafe in 2017.{{Cite web |title="Liepāja"/"Triobet" pārtop par "Betsafe"/"Liepāja" |url=https://irliepaja.lv/sports/liepaja-triobet-partop-par-betsafe-liepaja/ |access-date=2024-11-19 |website=irliepaja.lv |language=lv}} [Felix Stephensen](/source/Felix_Stephensen) was sponsored by "Team Betsafe" in 2014.{{Cite web |date=2014-08-20 |title=Betsafe Signs World Series of Poker November Niner Felix Stephensen to its Roster |url=https://pokerfuse.com/news/industry/2014-08-20-betsafe-signs-world-series-poker-november-niner-felix-stephensen-its-roster/ |access-date=2024-12-01 |website=pokerfuse.com |language=en-us}} Betsafe is the exclusive betting partner of the [GODSENT](/source/Godsent) professional esports team and [Manchester City F.C.](/source/Manchester_City_F.C.){{Cite web |date=2020-11-10 |title=GODSENT names Betsafe as exclusive betting partner - Esports Insider |url=https://esportsinsider.com/2020/11/godsent-names-betsafe-as-exclusive-betting-partne |access-date=2025-01-02 |language=en-GB}}{{Cite news |title=Manchester City partner with Betsafe |url=https://www.sportspromedia.com/news/manchester_city_gamble_on_no_bullshit_signing/ |work=SportsPro}} The company had been shirt sponsor of [AFC Leopards](/source/A.F.C._Leopards) and [Gor Mahia](/source/Gor_Mahia_F.C.) in the [Kenyan Premier League](/source/Kenyan_Premier_League) but the partnership was terminated early with team officials blaming the sports ministry.{{Cite web |date=2022-06-05 |title=Shock as Betsafe ends Gor Mahia, AFC Leopards sponsorship |url=https://nation.africa/kenya/sports/football/shock-betsafe-terminates-gor-mahia-afc-leopards-sponsorship-3837418 |access-date=2025-02-06 |website=Nation |language=en}} In motorsport, in 2018, Betsafe became the official European betting partner of [Alfa Romeo](/source/Alfa_Romeo)'s [F1 Team](/source/Alfa_Romeo_in_Formula_One).{{Cite web |date=2019-05-13 |title=Betsson Group of gaming brands signs with Alfa Romeo Racing |url=https://sponsorship.sportbusiness.com/news/betsson-group-of-gaming-brands-signs-with-alfa-romeo-racing/ |access-date=2024-12-13 |website=SportBusiness Sponsorship |language=en-GB}} It also sponsors a team at the [Gumball 3000](/source/Gumball_3000), once bringing an F1 car to the event.{{Cite web |date=2016-05-04 |title=Betsafe taking Gumball 3000 to the next level with F1 car |url=https://sbcnews.co.uk/europe/2016/05/04/betsafe-taking-gumball-3000-next-level-f1-car/ |access-date=2025-01-02 |language=en-US}} The brand sponsored an [Audi RS6 DTM](/source/Audi_RS_6) with Betsafe branding for Swedish alpine skier [Jon Olsson](/source/Jon_Olsson); the car was carjacked and burnt in Amsterdam in 2015.{{Cite news |title=BETSAFE WORLD EXCLUSIVE: Jon Olsson's Audi RS6 DTM |url=https://www.quattroworld.com/audi-rs6/betsafe-world-exclusive-jon-olssons-audi-rs6-dtm/ |work=Quattro World}}{{Cite news |title=Jon Olsson's Insane Audi RS6 DTM Stolen and Burned to the Ground |url=https://www.motortrend.com/news/jon-olssons-insane-audi-rs6-dtm-stolen-and-burned-to-the-ground/ |work=MotorTrend}}{{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}} == Regulatory actions and controversies == In Norway, the Norwegian Gambling Authority (Lotteritilsynet) stated in September 2023 that several offshore operators, including Betsson brands Betsafe and NordicBet, were in the process of withdrawing from targeting the Norwegian market following enforcement measures.{{Cite web |date=2023-09-15 |title=Lottstift details Norway withdrawals but operators differ |url=https://sbcnews.co.uk/sportsbook/2023/09/15/lottstift-norway-operators/ |access-date=2025-08-14 |language=en-US}}{{Cite web |title=Kindred, Betsson Withdrawing From Norway, Regulator Says |url=https://www.vixio.com/insights/gc-kindred-betsson-withdrawing-norway-regulator-says |access-date=2025-08-14 |website=www.vixio.com |language=en}} == See also == [Betsson](/source/Betsson) == References == Category:Internet properties established in 2006 Category:Gambling companies established in 2006 Category:2006 establishments in Norway --- Adapted from the Wikipedia article [Betsafe](https://en.wikipedia.org/wiki/Betsafe) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Betsafe?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.