Betsson gradually replaces the betFIRST brand in Belgium

Betsson has begun replacing the betFIRST brand in the Belgian market as of September 2026. The sports betting and casino domains previously linked to betFIRST now redirect to Betsson's platforms, and the Swedish group's public presence becomes dominant on the local website.

Domain changes: Betsson replaces betFIRST in digital visibility

The visible redesign is concretized in several domain redirections. The subdomain sports.betfirst.be, previously tied to betFIRST's sports betting activity in Belgium, now redirects to betssonsports.be. In the casino branch, betfirstcasino.be now points to betssoncasino.be. The website betsson.be functions as a hub connecting the group's various activities.

These movements appeared less than three weeks after the first public signals that Betsson was preparing a rebranding in Belgium. The modification primarily affects the image that players see when accessing online services.

Licenses and operations: what remains the same and what changes

The F1+ license number 116764 remains associated with SAGEVAS SA/NV, but the official record now references the address www.betssonsports.be. Meanwhile, the online casino platform operating under the A+ since 2024 retains the authorization 595153, linked to the Casino van Middelkerke.

Betsson does not directly own the A+-license 595153: it operates the Belgian online casino relying on an agreement with Groupe Partouche, the owner of the Casino van Middelkerke. The operating company does not change with this rebranding; what evolves is the trade name and the web addresses used by customers.

By retaining the F1+ license in the name of SAGEVAS SA/NV, the transition avoids the need for an immediate new F1+ concession, although any formal change of the trade name would require the appropriate regulatory adjustments before the Belgian regulator.

Corporate context: from acquisition to 2026

Betsson completed the acquisition of betFIRST in July 2023 and presented betFIRST as its local operator focused directly on the Belgian customer. In 2024, the group launched a fully online casino offering in Belgium through betFIRST using the A+ license from the Casino van Middelkerke.

For over three years, Betsson maintained the locally acquired brand from 2023. The operation registered in September 2026 marks the end of that transition period and the beginning of direct commercial visibility under the Betsson brand in the Belgian market.

What does it mean for players and competition?

For users, the change is initially limited to the access experience: new logos and domain redirections. The legal entities listed as license holders have not varied in operational structure, so the regulatory obligations associated with the F1+ 116764 and A+ 595153 licenses remain in force.

The brand replacement could influence recognition and customer acquisition, but the public note from Gambling Club BE indicates that the modification is, for now, a visible identity alteration rather than a change of ownership or license conditions.

Regulatory implications and next steps

The record of the F1+ license 116764 now points to betssonsports.be in the official listings. Any additional alteration —for instance, a formal change of the trade name associated with the license— will require procedures with the Belgian regulator and the corresponding administrative corrections.

For operators and suppliers serving the Belgian subsidiary, the practical priority will be to ensure that technical flows and KYC/AML records continue to align with the updated trade names and domains. Trademark contracts, agreements with Groupe Partouche, and legal documentation must reflect the already active redirects.

Insights for the sector and upcoming milestones

The transition marks the closing of a period of maintaining the local brand after the 2023 acquisition. It will be essential to monitor whether the regulator publishes official communications about the web address change associated with the F1+ license 116764 in the coming weeks or if any additional administrative adjustments regarding the A+ license 595153 of the Casino van Middelkerke are registered.

To follow sector news and regulatory updates related to this movement, one can check the coverage in our news section and notes on license changes in regulation. If you are interested in the casino product that already operates under the brand, the transition also affects the casino portal.

"The public visibility of the Swedish group is gradually replacing the local name that Betsson maintained since 2023," reported Gambling Club BE in its note published on 24 September 2026.

Gonzalo Marín, B2B deals correspondent.