We might be still at the start of 2026, but like the SBC News team, sponsorships in the global betting and gaming industry never sleep. This year has already produced some major deals, which will be seen by millions of sports fans around the world.
This Sponsor Spotlight’s edition will fly over to Sweden and Germany on an invite from ATG, then catch a connecting flight to Poland to see what Betclic is up to, visit Italy for a game of tennis with Betsson right after, and finally land on US soil to kick the ball around with Polymarket.
ATG rides side by side with Sweden’s national team
Premier Swedish horse racing betting operator ATG has become the main sponsor of the country’s national equestrian jumping team, which will represent Sweden at the FEI World Championships later in August.
The two-year partnership marked the start of a new chapter in the history of ATG and the Swedish Equestrian Federation, which has been closely intertwined since 1977.
Katarina Widman, Commercial Department Head at ATG, commented: “ATG has collaborated with the Swedish Equestrian Federation for almost 50 years and over the years the joint initiatives have been gradually expanded.
“That we are now also becoming a sponsor of one of Sweden’s most popular national teams feels incredibly exciting.”
Betclic tries something new in Poland
The operator will be known to audiences in Poland thanks to its past and present major sponsorships across volleyball and football, as well as its regional partnership with the UFC.
Now, Betclic has expanded its portfolio horizon by becoming the official partner of the Pekao SA Polish Cup 2026 – the biggest national basketball tournament on the calendar.
And while its first for Poland, the operator is no stranger to such ventures, having previously sponsored France’s LNB Élite tournament and the Portuguese Basketball Federation, to name a few. This experience will certainly be leveraged to keep fans engaged during the Pekao SA Polish Cup.
Bartłomiej Płoskonka, CEO of Betclic Poland, said: “In deciding on this partnership, we thought about what we could offer fans in a unique way.
“We chose the now legendary half-court shot. We hope that the lucky winners will make the basket and leave not only with a prize but also with an unforgettable memory.”
Betsson’s name engraved in a centennial history
With roots dating back to 1963, Betsson is one of the older players on the block, sitting comfortably on a legacy brand status. However, the company recently became part of a much longer history by becoming the official betting partner of the Davis Cup, which celebrates its 126th anniversary in 2026.
Currently underway, the international tennis team tournament hosts a record 160 nations, easily becoming one of the most broadcasted sports competitions in the world – granting Betsson an astronomical boost in visibility as the company’s logo features across back wall branding during games.
Confirming that the partnership does feel special, even for an established brand like Betsson, Group CCO Ronni Hartvig added: “While we have been involved in tennis for many years, it feels particularly special to be part of such a globally renowned competition…
“We hope to help make the experience even more enjoyable and memorable for everyone.”
Polymarket cements partnership potential with MLS
Prediction markets have exploded in popularity across the US in recent years, with two major players standing out in particular – one of which is Polymarket.
While Polymarket is not regulated as a sports betting platform in the traditional sense, sports fans can still use its service to test their knowledge by wagering on the outcomes of sports events.
Recognising the growth and demand for prediction market platforms in the US – especially among young tech savvy fans – Major League Soccer (MLS) has now turned to Polymarket as an official partner to take fan engagement on to the next level, and in doing so has become one of the first major football leagues in the world to integrate prediction markets.
Gary Stevenson, MLS Deputy Commissioner, was quick to express his excitement, adding: “Partnering with Polymarket allows us to introduce prediction markets as a new engagement format and positions MLS as an early adopter among global football properties.”
Spotlight Rankings: Who’s standing out?
1. Betsson/Davis Cup
In today’s list, Betsson takes the first spot purely based on the international reach of its deal with the Davis Cup, and out of pure respect to how long the competition has been going on. This is certainly one for the history books.
2. Polymarket/MLS
We’re ranking Polymarket second because of the growing appeal of prediction markets in today’s landscape – for many they are new, bold, and innovative, while for others they are controversial, and not all that different from the traditional betting exchange, but that’s a debate for another day…
The platform’s deal with MLS may open the doors to even more high-profile sponsorships, engraving Polymarket into the fabric of traditional sports.
3. Betclic/Pekao SA Polish Cup
Betclic’s latest venture is not flashy on a global scale, but is definitely one that is important for sports in Poland. It goes to show just how versatile betting companies can be.
4. ATG/Sweden’s jump team
Although last, the ATG sponsorship of Sweden’s national jump team still holds perhaps the biggest significance of them all – supporting national pride. However, ATG has been a partner of Swedish horse racing for decades now, so nothing surprising here.