Betsson has signed ex-professional footballer Pontus Wernbloom as its latest brand ambassador in the group’s continued investment into Swedish sports.

At the online gambling company, Wernbloom will be part of the company’s activation around football and several other sport-related initiatives and productions.

The former Swedish national team midfielder ended his playing career at IFK Gothenburg in 2021, also played in Dutch AZ Alkmaar, Russian CSKA Moscow, and PAOK in Greece. 

“We have, for a long time, been looking for a football player with a big heart and humour,” commented Robin Olenius, PR manager at Betsson. “We wanted someone who fits in well with our other ambassadors and is committed to everything we do. Football is undeniably the biggest betting sport and together with Wernbloom we will continue to create the industry’s best content.”

The firm continues in its aim of creating engaging content productions which started off in 2019 with ‘Fimpen’s Resa’ (Fimpens Journey). Now in its fourth season, the new collaboration with former professional footballer Pontus Wernbloom aims to build on its success.

On his new role, Wernbloom stated: “This will be my first real job ever. The dream would be to do the same fun things that Betsson did with Fimpens Resa but for football. But I do not want to reveal exactly what we will be doing together. I am now really excited to start talking football instead of playing.

Betsson already collaborates in the country with Christian “Fimpen” Eklund for hockey and Jonas Björkman for tennis and padel.

At the start of the year, Betsson further expanded its presence in the sport by signing a one-year sponsorship agreement with Chilean football club Colo-Colo, which strengthened its marketing and brand visibility in Latin America.

The global sponsorship now covers the 2022 season, and sees the operator’s logo featured on the Chilean Primera División club’s shirt sleeves for both home and away games, whilst an additional term included the possibility of renewal.