Club Brugge will take to the pitch in Madrid for the decisive second leg of the UEFA Champions League Knockout Play-Offs wearing a special edition shirt that carries a message with real societal impact. The front of the shirt will feature “No Heart No Glory”, the long-standing social message of the Club Brugge Foundation, encouraging supporters across Flanders to donate blood and plasma.
The initiative has been made possible through Betsson Group, which is donating its front-of-shirt visibility for this match. It forms part of the company’s wider commitment to responsible partnerships and community-focused initiatives.
Betsson Group entered a three-year agreement with Club Brugge in June last year, marking one of the most significant business collaborations in the Club’s history. Built on a shared long-term vision, the partnership continues to use major sporting moments to drive awareness for meaningful causes. A Champions League fixture offers a rare platform, reaching millions of viewers across Europe and beyond.
Blood and plasma are essential for emergency care, surgeries, medical treatments and complications during childbirth. While an estimated 70% of people will need blood or plasma at some point in their lives, only around 3% of eligible Belgians donate regularly. Lowering this barrier and highlighting the ongoing need is at the heart of Club Brugge Foundation’s work.
The Foundation has organised blood drives at Jan Breydel Stadium for many seasons in close collaboration with Rode Kruis Vlaanderen, with more than 1,600 fans donating in recent years. This year’s mobilisation is broader than ever. Between 24 February and 13 March 2026, supporters across Flanders are encouraged to donate blood or plasma, whether at the stadium drive on 4 March, at one of the 16 Red Cross donation centres, or through mobile collections across the region.
As a gesture of appreciation, all donors during the campaign period will have the chance to win one of the match-worn shirts from the Atlético Madrid versus Club Brugge fixture, featuring the special “No Heart No Glory” design.
This collaboration demonstrates how Club Brugge and Betsson Group are using one of the biggest stages of the season to amplify a message that extends far beyond the 90 minutes on the pitch. Practical details about the campaign and donation locations are available at bloedgeven.clubbrugge.be.
