Betsson Group Introduces Its Flagship Brand to Belgium.
Betsson Group has introduced its flagship Betsson brand to Belgium, replacing its former betFIRST identity. The transition follows successful brand migrations in several European markets. Also reflects the group’s strategy to build Betsson into a leading global name.
Belgian customers will retain access to the same products and services. Alongside platform improvements, updated mobile apps, Betsson-branded live casino content and exclusive games.
“This rebrand is a natural next step in our journey,” said Jesper Svensson, CEO of Betsson Operations. “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.”
Betsson Group acquired betFIRST in June 2023.
Betsson launches charitable foundation
In related news, Betsson has established the Betsson Foundation, a registered public benefit foundation bringing the group’s charitable, community and sports initiatives under one organisation.
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The foundation will coordinate and expand the company’s social impact work. Additionally collaborating with employees, partners and local organisations across Betsson’s markets.
“Sport and community engagement have long been part of Betsson’s DNA,” continued Svensson. “The launch of the Betsson Foundation strengthens our ability to support the people, programmes and organisations making a positive difference in our communities. It also gives us the opportunity to work even more closely with our clubs and athlete partners to connect the power and reach of sport with meaningful community initiatives.”
Betsson director of ESG Jonna Danlund added: “Through the Betsson Foundation, we aim to create lasting positive impact by supporting worthy causes, fostering long-term partnerships, and bringing together initiatives that strengthen communities across our locations.”
