Betsson Gives Up Shirt Sponsorship To Promote Blood Donation Campaign
Belgium.– February 26, 2026 – www.zonadeazar.com Betsson Group announced it will give up its front-of-shirt advertising space on Club Brugge’s jersey to promote a blood and plasma donation campaign led by the club’s foundation, transforming a high-value commercial asset into a social awareness platform.
Overview
During the match against Atlético de Madrid, the front of the shirt will display the message “No Heart No Glory” instead of the company’s logo. The initiative aims to encourage fans across Flanders to participate in donation drives organized together with the Red Cross.
The action is part of a strategy that uses high-visibility sporting moments to amplify socially relevant causes.
Details / Context
Club Brugge Foundation has been running blood donation campaigns for several seasons at the Jan Breydel Stadium in partnership with Rode Kruis Vlaanderen, achieving more than 1,600 donations in recent years.
Between February 24 and March 13, 2026, supporters will be able to donate:
- during the special matchday at the stadium
- at Red Cross donation centers
- through mobile units across the region
The three-year sponsorship agreement signed in 2025 between Betsson and Club Brugge — one of the largest in the club’s history — continues to use football as a platform to generate social impact.
Key Topics
Purpose-driven sponsorship
The initiative shows how commercial assets can become social responsibility tools.
Emotional branding
Giving up the branding space strengthens the bond between the brand, the club and the community.
High-impact visibility
An international match maximizes the reach of the message.
New role of betting brands
The sector is moving toward value-based positioning and social engagement.
Future Outlook
This type of initiative anticipates an evolution in iGaming sponsorship models, where brand exposure coexists with social impact and reputational development.
The campaign confirms that the value of sponsorship is no longer measured only by visibility, but also by its ability to generate community engagement.
🔗 Edited by: @_fonta www.zonadeazar.com