Club Brugge Signs Record Shirt Sponsorship Deal with Betsson Group
Club Brugge has entered into the largest shirt sponsorship agreement in its history, signing a three-year deal with Betsson Group. The agreement places betFIRST.sport on the front of the club’s domestic jerseys and reflects the Group’s strategic expansion into Belgian football.
New Sponsor to Feature Across Domestic and European Kits
Under the terms of the deal, betFIRST.sport – a live score app covering major sports – will appear on Club Brugge’s shirts during domestic matches. Starting with the pre-season game against K.V. Kortrijk on 28 June, the brand will become a visible presence for fans in Belgium. For European competitions, the club’s kits will feature betsson.sport, a Belgian infotainment and live score platform also operated by Betsson Group.
The partnership aligns with Betsson Group’s broader international strategy of associating with sports clubs that reflect its values. By partnering with Club Brugge, the Group signals a deepening of its commitment to the Belgian market. The collaboration is set to deliver increased brand visibility, financial backing for the club, and enhanced engagement opportunities for the wider football community.
Club Brugge Welcomes International Partnership
Bob Madou, CEO of Club Brugge, highlighted the significance of the agreement:
“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 of Betsson Group, described the partnership as an important development:
“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.”