Betsson launches new campaign with Francesco Totti, Roberto Baggio and Fabio Cannavaro

At Casa Gessi in Milan, Betsson Sport launched its new 2026 campaign featuring an exceptional team: Francesco Totti, Roberto Baggio and Fabio Cannavaro. Chosen as one cohesive group with no hierarchy, the three ambassadors embody the concrete manifestation of sports passion, that value that enriches and unites beyond the results on the field.

“We wanted to get into the swing of this new season with leading figures who could embody the values and mission of our brand– said Stefano Tino, Managing Director Southern Europe of Betsson Group. “We are excited about this journey with three players whose passion for sports is legendary; their stories will help us enhance all the disciplines that are part of our Club and promote a vision of sports made of sharing, fair play, inclusion and passion”.

In the commercial, the three ambassadors shed their roles as static icons to become active guides on an immersive journey into the world of Betsson Sport. Through an evocative journey inside an “Museum of Passion”, Totti, Baggio and Cannavaro accompany the viewer to discover the different souls of Betsson Sport Club. From the spectacular actions on the basketball parquet to the corridors dedicated to rugby and tennis and soccer, the three protagonists show how the project is not just a digital network, but a living ecosystem that supports each discipline with the same dedication. The video culminates with the transition from the museum to the field, symbolizing the brand’s mission: to bring local and less visible realities to the big national stage, because where there is sport, passion must be able to shine without distinction of category.

Confirming the enthusiasm for the project are the ambassadors themselves, united by the same vision. “Football has taught me that talent, on its own, is not enough if you don–t have a team that enhances you,– the words of Francesco Totti. “Entering this project means for me to put myself back in the game to team up with all those clubs that have potential but do not yet have the spotlight on them. We want to be the decisive assist for those who dream big”.

Echoing him is Fabio Cannavaro: “To raise a cup you need a solid base, made of daily sacrifice and dedication, often away from the cameras. The real strength of Italian sports is in the provinces and in the minor realities: with Betsson Sport we take the field to defend these values and give a voice to those who sweat every day without getting the headlines”.

“Passion is the universal language of soccer, the one that unites and brings the world champion closer to the boy kicking against a wall. This project aims at people’s hearts: supporting every reality that lives on pure sports is the only way to guarantee a future for the disciplines we love” Roberto Baggio remarked.

The only way to guarantee a future for the disciplines we love is to support the world of soccer.