Betsson & Club Brugge: New Shirt Sponsorship Deal
Betsson Group, a preeminent global online gaming operator, has officially unveiled a groundbreaking three-year partnership, solidifying its position as the principal shirt sponsor for the Belgian footballing titans, Club Brugge.
This landmark agreement, effective immediately, represents the most substantial shirt sponsorship in the club’s storied history, signalling Betsson Group’s ambitious strategy to significantly expand its footprint in key European markets and cultivate deeper engagement with football enthusiasts.
The new era for Club Brugge, bearing the Betsson Group insignia, commenced with their recent friendly fixture against K.V. Kortrijk, where the team debuted its redesigned kit.
Under the terms of the comprehensive deal, Club Brugge’s domestic match jerseys will prominently feature betFIRST.sport, a widely recognized live score application operated by Betsson Group. For all European competitions, the club’s kits will showcase Betsson.sport, the Group’s dedicated infotainment and sports media platform. This astute dual-brand approach is a direct response to evolving regulatory landscapes, particularly in light of Belgium’s recent restrictions on gambling sponsorships implemented earlier in 2025.
Speaking on the occasion, Bob Madou, CEO of Club Brugge, said, “I am very excited about this deal. Both Betsson Group and Club Brugge are innovative organisations striving for excellence. With this deal, we join a distinguished group of teams in the Betsson Group family, including Inter, Boca Juniors, and Atlético Nacional.”
Jesper Svensson, CEO at Betsson Group, added, “Partnering with Club Brugge – a club with a remarkable legacy, strong values, and an exceptionally loyal fan base – is a significant milestone for us. We look forward to supporting the club’s future ambitions and strengthening our connection with football fans across Belgium.”
This strategic alliance underscores Betsson Group’s proven commitment to leveraging high-profile sports sponsorships as a powerful vehicle to amplify brand visibility and forge authentic connections with passionate fan communities worldwide. Beyond the significant financial investment it provides to Club Brugge, the partnership is also meticulously designed to enrich the overall football experience for supporters, players, and the broader Belgian community through a series of planned outreach initiatives.
The agreement heralds a new and exciting chapter for Club Brugge, seamlessly building upon its rich historical foundations while embracing a forward-thinking partnership that promises significant mutual growth and sustained success on both the domestic and demanding international stages.