Club Brugge will take to the pitch against PSV Eindhoven in the UEFA Champions League wearing the message No Heart No Glory on the front of its shirt, as Betsson Group donates its prime commercial visibility to spotlight the twentieth anniversary of the Club Brugge Foundation.
Stepping out in a special edition third kit created specifically to commemorate two decades of community work, the team will replace the usual Betsson.sport branding with the Foundation’s iconic motto for European viewers and stadium supporters alike.
By dedicating its front-of-shirt sponsorship for the high-profile fixture, Betsson Group is helping amplify the milestone anniversary and honor the thousands of individuals who have been supported, inspired, and positively impacted by the Foundation’s diverse social programmes across Belgium over the past twenty years.
The unique anniversary jersey features a detailed design incorporating thousands of small hearts coming together to form a single collective symbol, representing the vast community connected to the Foundation’s ongoing mission.
Leveraging football reach for social change
This gesture reflects the shared commitment of both Club Brugge and Betsson Group to utilize the immense reach and global visibility of professional football to drive meaningful change beyond the boundaries of the pitch. Highlighting the collaborative spirit of the initiative, corporate leadership noted the importance of celebrating grassroots community pillars on major European stages.
This match marks the second time this year that Betsson Group has willingly stepped aside from its front-of-shirt placement to champion charitable causes in partnership with the club. Earlier in the season, both organizations used a major UEFA Champions League fixture to promote blood and plasma donation across Flanders, raising vital awareness for medical donors and supporting the Foundation’s extensive local engagement efforts.
