Betsson Group has been named the main partner of Belgian football team Club Brugge.
Betsson replaces FDJ United’s Unibet as the team’s front-of-shirt sponsor, with the new three-year partnership representing the largest shirt sponsorship deal in the club’s history.
Unibet had been in place as the club’s principle sponsor since the 2019-20 season.
With gambling sponsorships having been banned in Belgium since the start of 2025, Betsson will promote its two infotainment platforms across the club’s shirts.
BetFIRST.sport, the operator’s live score app, will feature on the front of Club Brugge’s shirts. The brand made its debut in a 2-0 friendly fixture over KV Kortrijk on 28 June.
When playing in Europen club competition’s, BetFIRST will be replaced with Betsson.sport on the team’s shirt.
Betsson.sport is used as part of the Stockholm-listed operator’s front-of-shirt partnership with Inter Milan. Gambling sponsorship is also banned in Italy
Explaining the deal, Betsson said the collaboration was a “natural continuation of this strategy and underlines Betsson Group’s commitment to Belgian football and its vibrant supporter base”.
The operator noted that the deal is designed to boost the football experience for fans, players and the wider community.
Jesper Svensson, Betsson Group CEO, said: “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.”
Bob Madou, Club Brugge CEO, added: “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 [Milan], Boca Juniors and Atlético Nacional.”
The sponsorship deal with Club Brugge follows Betsson extending its front-of-shirt deal with Boca Juniors through to 2028 at the start of 2025.
The post Betsson Group signs three-year sponsorship deal with Club Brugge first appeared on EGR Intel.
Operator replaces Unibet as Belgian club’s front-of-shirt sponsor, with different Betsson brands to appear in domestic and European competition
The post Betsson Group signs three-year sponsorship deal with Club Brugge first appeared on EGR Intel.