Club Brugge will wear a special edition shirt during its UEFA Champions League Knockout Play-Off second leg in Madrid, replacing its front-of-shirt sponsor branding with a message promoting blood and plasma donation.
For the fixture against Atlético Madrid, the shirt will display “No Heart No Glory”, the long-standing social campaign of the Club Brugge Foundation.
The initiative encourages supporters across Flanders to donate blood and plasma during a dedicated mobilisation period running from 24 February to 13 March 2026.
The campaign has been made possible by Betsson Group, which has opted to forgo its front-of-shirt visibility for the match. The operator entered a three-year partnership with Club Brugge in June 2025, one of the largest commercial agreements in the club’s history.
Blood and plasma donations remain critical for emergency care, surgery, medical treatments and childbirth complications. According to the campaign organisers, while approximately 70% of people will require blood or plasma at some point in their lives, only around 3% of eligible Belgians donate regularly.
The Club Brugge Foundation has worked with Rode Kruis Vlaanderen for several seasons to host blood drives at the Jan Breydel Stadium, with more than 1,600 supporters donating in recent years.
This year’s campaign extends beyond stadium-based drives to include 16 Red Cross donation centres and mobile collections across the region.
Donors during the campaign period will have the opportunity to win match-worn shirts from the Madrid fixture featuring the special design.
Earlier this month, Betsson expanded its European footprint through a partnership between its Lithuanian operation and supplier Reevo.
Betsson Group operates more than 20 brands globally and maintains active licences across multiple regulated European markets
