The move further strengthens Betsson’s position in regulated markets and reflects ambition to drive greater brand recognition across its international operations
Betsson Group has launched its flagship Betsson brand in Belgium following a rebrand from its former betFIRST operation.
Following similar successful brand migrations across several European markets in recent years, the move underscores the group’s commitment to strengthening Betsson as one of the industry’s leading global brands.
Customers in Belgium will continue to enjoy the same products and services, now further enhanced by platform upgrades, refreshed mobile apps, and 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.
In related news, Betsson has announced the launch of the Betsson Foundation, a registered public benefit foundation that brings together and supports the group’s charitable, community and sports-related initiatives under one organisation.
Betsson Foundation will serve as the central organisation for coordinating and scaling Betsson’s social impact activities, working closely 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.”