Betsson’s Inter Milan sponsorship has attracted regulatory scrutiny in Norway, only for the operator to deploy a compliant workaround days later in Spain.
Inter Milan’s decision to display its Betsson.sport sponsor has prompted Norway’s gambling authority, Lotteritilsynet, to open a formal investigation.
Bodø Glimt hosted the Italian side on 18 February in the UEFA Champions League. However, amid celebrations following the Norwegian club’s 3-1 victory, questions emerged regarding Inter Milan’s front-of-shirt sponsor.
Inter Milan and Betsson Group announced a record four-year partnership in July 2024, placing the operator’s infotainment brand on the club’s match kits.
This approach is commonly used in Italy because while direct gambling sponsors are restricted on shirts, clubs can promote related infotainment or foundation brands, allowing them to generate revenue without advertising gambling.
Norway operates under a similar regulatory philosophy, with the Norwegian Gambling Act prohibiting unlicensed betting brands from sponsorship activity. This is because of Norway’s gambling monopoly, Norsk Tipping and Norsk Rikstoto, as well as certain nonprofit organisations and licensed bingo providers, are currently the only legal gambling operators.
Tore Bell, Director at Lotteritilsynet, tells Insider Sport the legislation exists to “ensure that gambling services are organised in a satisfactory manner and under public control, with a view to preventing problem gambling and other negative social consequences of gambling.”
Bell adds that the marketing ban covers all activity promoting unlicensed gambling, including “advertisement, statements and other actions encouraging people to participate in unlicensed gambling.”
Who is responsible?
Despite the issue stemming from Inter Milan’s sponsorship, Bodø Glimt could most likely face the consequences.
Bell confirmed Lotteritilsynet is currently in dialogue with Bodø Glimt and has not yet contacted Inter Milan or Betsson, stressing the authority has not yet “concluded or reacted” in the case.
Bodø Glimt has claimed it informed Inter of Norway’s sponsorship rules ahead of the match and was assured the Italian club had cleared the situation with its federation.
While unconfirmed, Inter may have assumed its infotainment positioning would satisfy Norwegian requirements, given similar structures are tolerated in Italy and Belgium. However, Bell indicated this would not automatically be accepted as justification in Norway.
In Italy and Belgium, regulators have historically allowed gambling-linked brands that are positioned as media or infotainment services rather than direct betting operators, with the key distinction being whether the branding is deemed to directly promote gambling activity.
Norway’s framework is stricter, however. If the sponsor is judged to indirectly promote unlicensed gambling, it may still breach the Gambling Act, meaning infotainment branding does not automatically remove regulatory risk.
Betsson is familiar with Norwegian scrutiny, as in 2021, Lotteritilsynet issued a warning and cease-and-desist order against BML Group, the company’s parent entity at the time, for offering services without a licence.
Betsson learns its lesson
Betsson also sponsors Club Brugge, which faced Atlético Madrid in the Champions League on 24 February 2026. In Spain, where gambling shirt sponsorship is banned, Betsson temporarily donated the front-of-shirt position to the Club Brugge Foundation. The team instead wore the message “No Hearts No Glory,” promoting blood and plasma donation.
The move formed part of the operator’s stated commitment to responsible partnerships and community initiatives, as well as avoided any further regulatory scrutiny.
Such sponsor substitutions are increasingly common when clubs compete in jurisdictions with stricter gambling marketing rules, and are also used when underage players would otherwise be exposed to betting branding.
