Betsson Group becomes main partner of Club Brugge

Betsson Group will be the new official main partner of Club Brugge. The three-year agreement represents the largest shirt sponsorship deal in the club’s history, underscoring a shared long-term commitment to passion and excellence – on and off the pitch.

As part of this landmark partnership, betFIRST.sport – a live score app for all main sports – will feature on the front of Club Brugge’s jersey, starting with the friendly match against K.V. Kortrijk on 28 June. Meanwhile, the club’s European competition kits will feature the infotainment brand, betsson.sport – a Belgian sports media platform including a live score application.

Sport and strategic sponsorships have long played a central role in Betsson Group’s growth story. Across international markets, the Group has consistently partnered with clubs and organisations that share its core values. The collaboration with Club Brugge represents a natural continuation of this strategy and underlines Betsson Group’s commitment to Belgian football and its vibrant supporter base. In addition to brand visibility and financial support, the partnership is designed to enhance the overall football experience for fans, players, and the broader community.

Bob Madou, CEO of Club Brugge, commented, “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.”

About Betsson Group Originally founded in 1963, Betsson Group is a global leader in the entertainment industry, offering multiple services to consumers, including gaming, betting and infotainment. With proprietary technology across its diverse product offering, Betsson serves customers directly (B2C) and indirectly on a B2B basis. The company’s vision is to provide the best customer experience in the industry. Sustainability is an integrated part of Betsson’s strategy, as taking responsibility for customers, employees and communities is a prerequisite for running a sustainably successful business.

Betsson Group employs more than 2,700 people in Europe, South America, Asia and North America. The parent company Betsson AB is listed on Nasdaq Stockholm Large Cap. Read more on: betssongroup.com and www.betssonab.com