Betsson Group has officially partnered with Club Brugge in a three-year agreement marking the largest shirt sponsorship deal in the Belgian club’s history. The partnership will bring new visibility to the brands while boosting fan engagement and Betsson’s footprint in European football. 

As part of the deal, Betfirst.sport, a live score app operated by Betsson, will feature on the front of Club Brugge’s jerseys during all domestic league matches. For European competitions, the club will showcase Betsson.sport across its kits instead. This collaboration will strengthen both platforms’ presence while aligning with the club’s regional and international ambitions.

The new kits will make their debut in a friendly match against K.V. Kortrijk at the end of June. This moment will mark the official beginning of the partnership on the pitch and introduce a fresh look to fans ahead of the new season.

Shared Vision for Growth

Club Brugge CEO Bob Madou noted how well both organisations align in a statement. “With this deal, we join a distinguished group of teams in the Betsson Group family, including Inter, Boca Juniors and Atlético Nacional,” he said. 

Beyond shirt branding, the agreement includes plans to invest in fan engagement and community outreaches in Belgium. Betsson and Club Brugge aim to launch initiatives bringing supporters closer to the club through content, events, and digital interaction.

A Strategic Move by Betsson

This collaboration supports Betsson Group’s wider strategy of using famous sports sponsorships to expand its brand presence in key markets. In recent years, Betsson has become a reputable across European and South American football, with several major club deals in place.

Jesper Svensson, CEO of Betsson Group, described the Club Brugge agreement as a significant milestone. “This collaboration allows us to build meaningful connections with fans while promoting our platforms in an important and growing market,” He said.

While Betsson recently withdrew from its planned acquisition of Holland Gaming Technology and Holland Power Gaming, the Club Brugge deal shows a steady focus on its sports marketing strategy.

A Promising Partnership Begins

The agreement is expected to deliver strong results for both parties over the next three years. With new branded kits and multiple fan-first initiatives on the way, the partnership between Betsson Group and Club Brugge is set to become one of the most impactful in Belgian football.

As the season approaches, fans can expect to engage with the team in new ways and Betsson’s platforms on and off the field.