Betsson launches “Pride of a Nation” – a football talk show featuring four sponsored clubs

Betsson Group is launching Pride of a Nation, an in‑depth football talk show featuring players from four of the company’s sponsored top clubs — Inter (Italy), Club Brugge (Belgium), Atlético Nacional (Colombia) and Racing Club (Argentina). The series brings together 4-6 players from each club and reflects Betsson’s continued investment in content‑driven brand building across key regions.

The initiative forms part of Betsson’s broader strategy to activate its sponsorship portfolio in a more integrated and commercially effective way. By leveraging the combined reach of these clubs — together exceeding 18 million followers on Instagram alone — Betsson strengthens its visibility across multiple territories while capitalising on the presence of national team players within its sponsored teams. Although Italy will not participate in the upcoming World Cup, several Inter players will represent other national teams, including Denzel Dumfries and Stefan de Vrij for the Netherlands and Petar Sučić for Croatia.

The series features a mix of legendary figures and current stars. Iconic names such as René Higuita, Christian “Bobo” Vieri and Ubaldo “Pato” Fillol appear alongside active players including Simon Mignolet, Matheus Uribe, Sergio Romero, Denzel Dumfries and Stefan de Vrij. Each episode, running more than 20 minutes, offers a personal and football-focused conversations between players discussing club identity, football culture and anticipation surrounding the upcoming World Cup.

“This initiative reflects how we approach sponsorships – with relevance, authenticity and a clear long-term vision, said Ronni Hartvig, Chief Commercial Officer at Betsson Group. “The World Cup is the biggest football moment of the year for us, and we want to activate our partnerships in ways that create genuine engagement for fans while strengthening our brand across key markets. These are internationally recognised players representing major football nations, many of which are important markets for Betsson. We will continue investing in entertaining football content that resonated with fans and reflects the passion we hold for the sport.”.

Team and players featured in “Pride of a Nation”:

• Inter: Christian Vieri, Stefan de Vrij, Denzel Dumfries, Petar Sučić
• Club Brugge: Leo Van der Elst, Simon Mignolet, Brandon Mechele, Hans Vanaken, Joaquin Seys, Romeo Vermant
• Atlético Nacional: René Higuita, Edwin Cardona, Matheus Uribe, William Tesillo, Andrés Román
• Racing Club: Claudio “Piojo” López, Ubaldo “Pato” Fillol, Facundo Cambeses, Sergio “Chiquito” Romero

Pride of a Nation is available across Betsson’s digital ecosystem, including YouTube and social media channels.