Betsson Group Renames betFIRST to Betsson in Belgium

Betsson Group has decided to transition its flagship brand, betFIRST, in Belgium to a more uniform brand identity under Betsson. The rebranding is part of a consolidation strategy that has been ongoing globally and is in effect from Monday, October 5. betFIRST joined the Betsson Group portfolio back in 2023, when the company ponied up €120m to acquire it and expand its reach in Belgium and Europe. Despite the rebranding, Betsson Group’s local brand will operate under its existing license. Commenting on the brand’s rebranding, Betsson Operations CEO Jesper Svensson had this to add: “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.” This is not the only brand the group owns in Belgium, with Betsson.sport running alongside the now rechristened Betsson. Betsson Group has assured that the rebranding has happened without any consumer-facing burdens.