Betsson Group Gives Up Club Brugge Shirt Sponsorship To Support Foundation Anniversary

Betsson Group gave up its front-of-shirt sponsorship visibility during Club Brugge's UEFA Champions League match against PSV Eindhoven, allowing the Belgian club to promote the 20th anniversary of Club Brugge Foundation.

The initiative saw Club Brugge wear a special-edition third kit featuring the message “No Heart No Glory” in place of the usual Betsson.sport branding. The shirt was introduced for the European fixture as part of celebrations marking two decades of the Foundation's community programmes and charitable activities.

By temporarily relinquishing its prominent sponsorship position, Betsson Group helped bring greater attention to the Foundation's work, using the international exposure of the Champions League to highlight its contribution to communities across Belgium.

Special-Edition Shirt Celebrates 20 Years Of Community Work

The anniversary kit was designed to recognise the thousands of people who have participated in, supported or benefited from Club Brugge Foundation's activities since its establishment 20 years ago.

Its design incorporated thousands of small hearts arranged to create a collective symbol, representing the individuals and communities connected to the Foundation throughout its history. The “No Heart No Glory” message, which has long served as the organisation's motto, replaced Betsson's usual shirt sponsorship branding for the occasion.

Over the past two decades, Club Brugge Foundation has delivered community programmes and social initiatives aimed at creating opportunities and supporting people beyond professional football. The anniversary campaign provided an opportunity to recognise that work while demonstrating how commercial partnerships can contribute to wider community objectives.

For Betsson Group, the decision to donate its sponsorship visibility represented a continuation of its collaboration with Club Brugge on initiatives extending beyond conventional football sponsorship. Rather than using the fixture solely for brand exposure, the operator allowed the Foundation's message to occupy one of the club's most prominent advertising positions.

Second Champions League Sponsorship Donation By Betsson

The PSV Eindhoven fixture marked the second occasion on which Betsson Group had surrendered its front-of-shirt visibility to support Club Brugge Foundation's “No Heart No Glory” initiative.

Earlier in 2026, the two organisations used another UEFA Champions League match to raise awareness of blood and plasma donation across Flanders. That campaign highlighted the continuing need for donors and supported the Foundation's wider efforts to encourage community participation.

The anniversary initiative built on that earlier collaboration, this time focusing on the Foundation's broader contribution to Belgian communities over the past 20 years. Both campaigns demonstrated how the club and its commercial partner have used major European fixtures to promote social causes to audiences beyond their usual local reach.

The decision also reflected the growing role of community engagement within sports sponsorship, with gambling operators increasingly incorporating charitable and social initiatives into their partnerships with professional football clubs.

By placing “No Heart No Glory” on Club Brugge's Champions League shirt, Betsson Group and the Belgian club used one of European football's most visible competitions to recognise the Foundation's anniversary and the community programmes it has supported over two decades.