Betsson Group has officially introduced its prominent Betsson brand in Belgium, replacing the previously operated betFIRST brand, which it acquired three years ago.
The Stockholm-listed company aims to bolster global recognition of the Betsson brand while expanding its footprint in the Belgian gambling market.
This rebranding initiative will introduce several enhancements for customers, including upgraded platforms, revamped mobile applications, Betsson-branded live casino offerings, and exclusive gaming titles. Additionally, customers will benefit from Betsson’s global partnerships and initiatives designed to engage fans.
In Belgium, Betsson will operate alongside its infotainment brand, Betsson.sport, which delivers content, updates, scores, and engages fans.
Since the 2025/26 season, Betsson.sport has been the primary sponsor of the Belgian football club Club Brugge. This sponsorship will continue under the infotainment brand due to the prohibition of front-of-shirt gambling sponsorships in Belgian sports.
Jesper Svensson, CEO of Betsson Operations, remarked, “This rebrand is a natural next step in our journey. By consolidating our presence under the Betsson brand, we can unlock broader marketing synergies, enhance our global identity, and continue to provide the high-quality experience that our customers expect and trust.”
According to Blask data, Belgium ranks as the 28th largest gambling market globally and is among the top 20 in Europe. The betFIRST brand is currently the ninth largest in the country.
With this rebranding, Betsson aims to strengthen its competitive position against major operators like Star Casino, Unibet, and bwin, while enhancing the visibility of its flagship brand in Belgium. The company is actively engaged in 25 key markets across Europe, South America, and North America.