"No Heart No Glory" Message on Club Brugge's 20th Anniversary Shirt

Club Brugge will wear their new third kit for the first time when they face PSV Eindhoven in the UEFA Champions League on Wednesday evening. The specially designed shirt was made to celebrate the 20th year of the Club Brugge Foundation and its twenty years of social impact.

For this match, Betsson Group has given up its shirt visibility rights to the foundation. As a result, the Betsson.sport name will not appear on the shirt. Fans and viewers watching the match will see the "No Heart No Glory" slogan that the foundation has used for a long time. The thousands of small hearts on the shirt represent people who have received support from, taken part in, or been positively affected by the foundation's work over the past twenty years.

The foundation is celebrating the 20th anniversary of its founding this season. Having carried out many social programs and initiatives across Belgium, the foundation has for years been strengthening the club's bond with the community.

This means Betsson Group has donated its shirt visibility for the "No Heart No Glory" initiative for a second time. Earlier this year, Club Brugge and Betsson Group used a Champions League match to draw attention to blood and plasma donation across Flanders. The club and the company aim to use football's attention for projects that create real change beyond the match.