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.”