Betsson Group has officially become the main partner of Club Brugge in Belgium, signing a three-year shirt sponsorship deal, which is the largest sponsorship cooperation in the club's history.

According to the agreement, Brugge will print the logo of Betsson Group's live score app Betfirst.sport on the front of their domestic league jerseys; in European competitions, the jerseys will display the brand of Betsson.sport, a media platform operated by the same group.

Bob Madou, CEO of Club Brugge, stated that the club shares "innovative values" with Betsson, and this partnership allows Brugge to join the large family of top teams under Betsson, including Inter Milan, Boca Juniors, and Atlético Nacional.

This cooperation not only helps Betsson enhance its brand visibility and fan interaction in Belgium but also supports community development and the enhancement of fan experiences.

It is noteworthy that Betsson recently abandoned its plans to acquire Holland Gaming Technology and Holland Power Gaming due to unmet conditions.

Jesper Svensson, CEO of Betsson Group, said that this cooperation is an important milestone in the group's sports sponsorship strategy, emphasizing that Brugge's rich history and loyal fan base are key drivers of the partnership.

The new jerseys of Club Brugge are expected to debut in a friendly match against KV Kortrijk at the end of June.