Betsson Group has launched its 2026 campaign for Betsson Sport in Italy, expanding the Betsson Sport Club initiative introduced in 2024.
The new activation includes a national TV and digital advert titled Museo della Passione and confirms the appointment of Roberto Baggio and Fabio Cannavaro as ambassadors. Both join Francesco Totti, who has represented the project since launch.
Totti, former AS Roma captain and 2006 FIFA World Cup winner, is now joined by Baggio, Ballon d’Or winner, and Cannavaro, former Italy captain and 2006 World Cup winner. Betsson stated that the trio will support the visibility and positioning of Betsson Sport throughout 2026.
The Museo della Passione campaign presents the three ambassadors as guides through a series of sporting disciplines featured within the Betsson Sport Club ecosystem. The group said the campaign highlights its focus on inclusion, fair play and passion in sport.
Stefano Tino, Managing Director Southern Europe at Betsson Group, said: “With this campaign we continue to strengthen Betsson Sport as a platform that promotes the values of sport, including fair play, inclusion and passion. The involvement of Francesco Totti, Roberto Baggio and Fabio Cannavaro supports our ambition to further grow the Betsson Sport Club and increase visibility for a broad range of sporting disciplines.”
Betsson Sport Club was launched to increase exposure for clubs and sports organisations across Italy. The Group confirmed that the initiative remains open to new organisations via a dedicated application process on the platform.
Across 2026, the campaign will also include exclusive content, interviews and digital activations distributed via Betsson Sport and its associated channels, as the operator continues to invest in sports-focused brand positioning in the Italian market.
