Betsson Secures Davis Cup Sponsorship, Ciroc Backs Dallas Open

Sports betting and beverage brands deepen ties with major tennis events

Published on Feb. 7, 2026

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The International Tennis Federation (ITF) has announced a multi-year partnership with Swedish sports betting operator Betsson Group as the official sports betting partner of the Davis Cup. In a related development, the Dallas Open, an ATP 500 tournament, has secured a three-year sponsorship deal with Ciroc vodka, which will be the official vodka of the event.

Why it matters

These deals highlight the growing trend of sports betting and beverage companies seeking sponsorship opportunities with major sporting events to reach wider audiences and enhance fan engagement. The integration of betting odds and interactive features, as well as on-site activations, are becoming more common as sponsors aim to provide fans with a more immersive experience.

The details

Betsson's partnership with the Davis Cup will see the company activate across the men's World Cup of Tennis through branding at events, dedicated fan zone activations, and co-branded merchandise. This aligns with a broader industry pattern of sports organizations recognizing the revenue potential and fan engagement opportunities that partnerships with betting companies can provide. The Dallas Open's deal with Ciroc will include branded bars and cocktail experiences, aiming to enhance the event's atmosphere and appeal to attendees.

  • The Betsson and Davis Cup partnership was announced on February 6, 2026.
  • The Dallas Open and Ciroc sponsorship deal is a three-year agreement.

The players

Betsson Group

A Swedish sports betting operator that has secured a multi-year partnership with the Davis Cup as the official sports betting partner.

International Tennis Federation (ITF)

The governing body of world tennis that has announced the partnership with Betsson Group for the Davis Cup.

Dallas Open

An ATP 500 tennis tournament that has secured a three-year sponsorship deal with Ciroc vodka.

Ciroc

A vodka brand that has become the official vodka of the Dallas Open tennis tournament.

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The takeaway

These sponsorship deals highlight the growing importance of sports betting and beverage partnerships in the world of tennis, as organizations seek to diversify their revenue streams, enhance fan engagement, and reach wider audiences. The integration of these brands into the event experience is a key strategy for sponsors to create a more immersive and interactive experience for fans.