A day after launching in Serbia, Betsson unveiled its plans for further expansion through acquisitions. As announced, the gambling group has completed a EUR 75 million (around $80.4 million) bond issue to fuel its M&A ambitions.

The company explained that the issue is under a framework of up to EUR 250 million ($267 million) and has a tenor of three years. The bond issue also has a floating interest rate of EURIBOR three months plus 460 bps. Finally, Betsson said that the bond issue is set to mature in September 2026.

The group noted that Nordea has acted as the global coordinator of the move. At the same time, Nordea and Swedbank jointly acted as bookrunners for the issue. In the meantime, Gernandt & Danielsson served as the legal counsel of the bond issue.

The Funds Will Be Used for Acquisitions and Other Purposes

Bettson confirmed that it plans to use the funds from the issue of the bonds for various company purposes, which may include acquisitions.

The company’s chief financial officer, Martin Öhman, released a statement on the matter, pointing out that the new bond is in line with Betsson’s strategy and will provide his team with new opportunities.

The new bond provides us with additional financial flexibility and supports Betsson’s long-term strategy, which means continued investments to drive profitable growth.

Martin Öhman, CFO, Betsson

Betsson Is Cultivating a Brand Identity

In other news, Betsson recently strengthened its esports betting offering thanks to a new partnership arrangement with BETER. Facilitated by BETBAZAR, the deal saw BETER provide Betsson with esports odds feeds and ESportsBattle tournaments for Dota 2 and CS:GO.

Earlier in August, Betsson rebranded its Denmark-facing subsidiary. Previously Casino.dk, the site will now go under Betsson’s name, allowing the company to popularize its brand. The move, the operator confirmed at the time, aligns with its strategy to cultivate a global brand identity.

Speaking of the promotion of Betsson’s products, the company recently unveiled a new global marketing concept. Under the slogan “A bet makes the difference,” Betsson seeks to promote the excitement sports betting can bring and the ways in which wagering can enhance the overall experience.

The company’s global brand director, Kay Höök, said in a statement that Betsson cannot control the outcome of a game but can make sure that its players feel engaged each time they place a bet.

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