Bethard
A complete gaming platform with sports betting, casino and live casino. Bethard offers competitive odds on football, tennis, hockey and much more.
From Nordic startup to global brand — and back home
Bethard was founded in 2015 with a clear focus on the Nordic markets. The brand quickly gained traction and attracted high-profile ambassadors, most notably Zlatan Ibrahimović, who joined as brand ambassador and co-owner in 2018. During 2018–2020, Bethard experienced rapid growth and won market share across multiple markets including the Nordics, UK, Spain, Ireland and more. In 2021, Bethard was acquired by American E-sports Entertainment Group — but in 2023, the brand was bought back and merged into Cherry Online, bringing one of iGaming's most iconic brands back to its Nordic roots.
Bethard through the years
Bethard is founded with a focus on the Nordic markets.
Dragomir Mršić joins as brand ambassador.
Zlatan Ibrahimović joins as brand ambassador and co-owner.
Rapid growth phase — market share won across the Nordics, UK, Spain, Ireland and more.
Bethard is acquired by American E-sports Entertainment Group.
Bethard is bought back and merged into Cherry Online.
Awards & achievements
Employer of the Year
iGaming Idol Awards
What sets Bethard apart
Sports First
Competitive odds on football, tennis, hockey, basketball and thousands of live events.
Complete Platform
Sports betting, casino, live casino and virtual sports — all in one account.
Swedish License
Licensed by Spelinspektionen with responsible gaming tools and fast payouts.
Operator & License
Prozone Ltd
Swedish gaming license for Bethard.com, valid until September 12, 2027.
B2C remote gaming license, issued October 29, 2021.
