2 July 2025 marks a major turning point in the world of Belgian football. Club Brugge has just signed an unprecedented shirt sponsorship deal with the Betsson group, an international online gaming giant. The deal, described as a record in the club’s history, exceeds all financial expectations and symbolises a new stage in the relationship between sport and the gaming industry.
Betsson: a major player in the iGaming sector
Betsson Group, renowned for its sports betting and online gambling platforms, is stepping up its sponsorship operations across the continent. This new contract with Club Brugge is no coincidence. The brand is looking to boost its visibility in a dynamic Belgian market and to become associated with a club whose reputation extends far beyond the national borders.
Jesper Svensson, CEO of Betsson Group:
“The partnership with Club Brugge – a club with a remarkable heritage, strong values and an exceptionally loyal fan base – is an important step for us. We look forward to supporting the club’s future ambitions and strengthening our links with football fans across Belgium.”
The group hopes to capitalise on this image to reach an ever-wider audience.
A win-win deal for Club Brugge
This record-breaking 3-year partnership will considerably boost Club Brugge’s commercial revenues. Shirt sponsorship, traditionally one of the most lucrative items for a club, will enable Club Brugge to strengthen its squad, invest in its infrastructure and develop its training programmes.
Bob Madou, CEO of Club Brugge:
“I am very excited about this agreement. The Betsson Group and Club Brugge are both innovative organisations that strive for excellence. With this agreement, we join a distinguished group of teams in the Betsson Group family, including Inter, Boca Juniors and Atlético Nacional.”
Why do Club Brugge shirts feature Betfirst?
While Club Brugge’s main partnership is now with Betsson Group, the logo on the shirts remains that of Betfirst. Betfirst is not a separate competing company, but an application owned by Betsson. This mobile platform allows fans to follow match results live. By displaying Betfirst on the shirt, Club Brugge is promoting a digital service linked to its main sponsor, while remaining within the strict legal framework for gambling advertising in Belgium.
An eagerly-awaited agreement
With the entry into force of Belgian legislation banning gambling advertising on football shirts from 1 January 2025, Club Brugge was obliged to rethink its partnership with Unibet, its historic sponsor.
The announcement of the partnership with Betsson Group, which becomes Club Brugge’s main sponsor until 2028, marks a major strategic development. The contract represents not only a financial record for the club, but also an adaptation to current legal requirements. By joining forces with Betsson, Club Brugge has secured solid financial support while complying with the new regulations on gambling advertising.
This agreement with Betsson is not simply a commercial opportunity, but also a proactive response to the challenges imposed by Belgian legislation. It demonstrates Club Brugge’s ability to navigate a complex regulatory environment while preserving its sporting and economic ambitions.
An alliance at the heart of debate: ethical and economic issues
The association between football and online gaming groups regularly gives rise to controversy. Some observers point to the risks involved in promoting gambling to a sometimes young and vulnerable audience. Others see it as a natural development in the sources of funding for professional sport.
Club Brugge and Betsson assure that they have put in place strict measures to promote responsible gambling and limit the negative social impact.