Betsson Launches in Belgium

Betsson Group has today launched its flagship brand, Betsson, in Belgium. The rebrand sees the former betFIRST operation transition to the Betsson brand, following similar successful brand migrations across several European markets in recent years. This strategic move marks another step in Betsson’s international expansion and underscores the Group’s commitment to strengthening Betsson as one of the industry’s leading global brands. Betsson Group acquired betFIRST in June 2023. 

The move further strengthens Betsson’s position in regulated markets and reflects the Group’s ambition to drive greater consistency, scalability, and brand recognition across its international operations. 

Customers in Belgium will continue to enjoy the same trusted products and services, now further enhanced by the strength of the globally recognised Betsson brand. This includes platform upgrades, refreshed mobile apps, Betsson-branded live casino content, exclusive games, and access to international partnerships and unique fan engagement opportunities. 

Jesper Svensson, CEO of Betsson Operations, commented: “This rebrand is a natural next step in our journey. By aligning our presence under the Betsson brand, we can unlock broader marketing synergies, strengthen our global identity, and continue delivering the high-quality experience that our customers know and trust.” 

Founded in 2011, betFIRST has established a strong position in the Belgian market. Betsson will continue to operate under the existing Belgian licence, ensuring continuity for customers while benefiting from the scale and strength of the wider Betsson ecosystem. 

While Betsson is now launching as the Group’s online gaming and betting brand in Belgium, Belgian sports fans may already be familiar with Betsson.sport. Since June 2025, Betsson Group has been the main sponsor of Club Brugge, with the Betsson.sport infotainment brand featured in both the club’s international and now local league. 

The two brands will coexist in Belgium with clearly distinct roles. Betsson is the Group’s gaming and betting brand, while Betsson.sport, by contrast, is a standalone sports infotainment platform exclusively focused on content, news, scores, and fan engagement. 

Betsson Group’s broader international marketing strategy includes investments in high-profile sports partnerships around the world, such as Boca Juniors and Racing Club in Argentina, Inter in Italy and Atlético Nacional in Colombia. These partnerships not only increase global brand visibility but also create additional value for local markets through stronger brand recognition, exclusive content, and cross-market campaigns.