Betsson Group becomes main partner of Club Brugge in three-year deal
The deal marks the largest shirt partnership in the Belgian club’s history.
Key points:
– Betfirst.sport will appear on domestic kits, Betsson.sport on European kits
– The partnership is aimed at growing brand visibility and fan engagement in Belgium
Betsson Group has signed a three-year agreement to become the official main partner of Club Brugge, marking the largest shirt sponsorship deal in the club’s history.
The agreement will place Betfirst.sport, a live score app, on the front of Club Brugge’s jerseys for domestic matches. In its European competitions, the club will wear kits featuring Betsson.sport, a media platform that is also operated by the group.
Club Brugge CEO Bob Madou said the club shares “innovative values” with Betsson and also highlighted the alignment between the two organisations.
“With this deal, we join a distinguished group of teams in the Betsson Group family, including Inter, Boca Juniors and Atlético Nacional,” he stated.
Alongside brand exposure, the deal is also expected to support community outreach and enhance fan experience in Belgium.
Good to know: Betsson recently withrew from its planned acquisition of Holland Gaming Technology and Holland Power Gaming due to unmet conditions in the agreement
The partnership is part of Betsson Group’s broader strategy of using sports sponsorships to strengthen its presence in key markets.
Jesper Svensson, Betsson Group, CEO has called the agreement a “significant milestone” and pointed to Club Brugge’s legacy and loyal fan base as main reasons for the collaboration.
Club Brugge’s new kits debut by the end of June in a friendly against K.V. Kortrijk.
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