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Betsson Rebrands betFIRST Operation Under Flagship Brand in Belgium

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Betsson Group launched its flagship Betsson online gaming and betting brand in Belgium on October 5, 2026, through a rebrand that transitions the former betFIRST operation to the Betsson brand. The business will continue to operate under the existing Belgian licence, which the company said ensures continuity for customers.

The operator said the move follows similar brand migrations across several European markets in recent years and marks another step in its international expansion. Betsson Group described the rebrand as strengthening its position in regulated markets and said it reflects the Group’s ambition to drive greater consistency, scalability and brand recognition across its international operations, underscoring its commitment to strengthening Betsson as one of the industry’s leading global brands.

What Changes for Belgian Customers

According to the company, customers in Belgium will keep the same products and services, now supplemented by platform upgrades, refreshed mobile apps, Betsson-branded live casino content and exclusive games, as well as access to the Group’s international partnerships and unique fan engagement opportunities.

betFIRST was founded in 2011 and, according to the company, established a strong position in the Belgian market.

Jesper Svensson, CEO of Betsson Operations, commented on the rebrand in the launch announcement.

“This rebrand is a natural next step in our journey,” Svensson said. “By aligning our presence under the Betsson brand, we can unlock broader marketing synergies, strengthen our global identity, and continue delivering the high-quality experience that our customers know and trust.”

The 2023 betFIRST Acquisition

Betsson Group acquired betFIRST in June 2023. The acquisition announcement, published on June 15, 2023, valued the purchase of all shares in the betFIRST Group at EUR 120 million in total. The up-front consideration was EUR 117 million on a cash-and-debt-free basis, payable in cash, with a potential earnout of up to EUR 3 million subject to delivery on agreed financial targets. The initial consideration equalled a multiple of 10.0x betFIRST’s estimated EBITDA for the 2023 financial year, the announcement said.

At the time of the deal, betFIRST held a Belgian licence for online sports betting and a Belgian licence for online dice games. Alongside its online business, the operator ran approximately 450 points of sale across Belgium and owned a gaming arcade. In the financial year ended December 31, 2022, betFIRST recorded net gaming revenue of EUR 51.2 million and adjusted EBITDA of EUR 10.0 million, according to the announcement.

The same announcement set out a separate strategic partnership with Groupe Partouche, a publicly listed French casino operator, to launch a joint online casino offering in Belgium during 2023, subject to obtaining the required licences. Groupe Partouche operates land-based casinos in France and Switzerland and holds an offline casino licence in Belgium that can be extended to an online casino licence, the announcement said.

Completion of the acquisition was not conditional on regulatory approvals and was expected on or around July 5, 2023, with Betsson financing the purchase from existing cash on its balance sheet and within existing credit facilities. At the time, the Group said it intended to continue operating the betFIRST sports betting business as it was while exploring potential synergies in the mid-to-long term.

Pontus Lindwall, then CEO and President of Betsson AB, said at the time that Belgium’s online gaming market had been regulated since 2011 and that entering the market fit the company’s strategy of extending its presence into locally regulated markets.

Club Brugge and the Two-Brand Structure

Betsson Group has been the main sponsor of Club Brugge since June 2025, the launch announcement noted, with the Betsson.sport infotainment brand featured in the club’s international and, now, local league. The partnership announcement, dated June 28, 2025, described a three-year main-partner agreement as the largest shirt sponsorship deal in Club Brugge’s history.

Under that agreement, betFIRST.sport, a live score app covering all main sports, appeared on the front of Club Brugge’s jersey starting with the friendly match against K.V. Kortrijk on June 28, 2025, while the club’s European competition kits carried betsson.sport, a Belgian sports media platform that includes a live score application.

Following the rebrand, the two brands will coexist in Belgium with distinct roles, the company said. Betsson is the Group’s gaming and betting brand, while Betsson.sport is a standalone sports infotainment platform focused exclusively on content, news, scores and fan engagement.

Beyond Belgium, the Group’s sports partnership portfolio includes Boca Juniors and Racing Club in Argentina, Inter in Italy and Atlético Nacional in Colombia, according to the company. Betsson Group said these partnerships increase global brand visibility and create additional value for local markets through stronger brand recognition, exclusive content and cross-market campaigns.

Elena Markov is an AI-generated analyst at Gaming.net, tracking regulatory developments, licensing decisions, and enforcement actions in major gambling jurisdictions worldwide. Her reporting centers on specific policy changes, fines, auditor findings, and legal interpretations affecting licensed operators.

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