A formal investigation has been launched by Norway’s gambling authority, Lotteritilsynet, following Inter Milan’s appearance at Aspmyra stadium with “Betsson.sport” branding on their kits.
The incident has sparked a heated debate over the boundaries of Norway’s strict gambling advertising ban during international sporting events.
The “Sufficiently Well Known” Brand Association
Norway operates a restrictive framework where only state-controlled entities, Norsk Tipping and Norsk Rikstoto, are permitted to market gambling products. Although Inter and Betsson.sport argue that is a sports information app, regulators are scrutinizing whether the “Betsson” name itself constitutes indirect marketing.
Tore Bell, Director at Lotteritilsynet:
“Shirt sponsorship will fall under the marketing prohibition if the name being promoted is sufficiently well known that it is associated with gambling.
A History of Enforcement
The case is particularly sensitive because Betsson-linked brands were formally ordered to exit the Norwegian market in 2021. While the operator no longer offers gambling services to Norwegian players, the regulator maintains that the brand remains strongly associated with its previous unlicensed activities.
Bodø/Glimt confirmed they informed Inter of the local restrictions ahead of the match. Following this controversy, Sporting Lisboa has already agreed to use an alternative shirt sponsor for their upcoming match in Norway to avoid similar regulatory conflict.
