Belgium
Castore makes first move into Belgium with Club Brugge deal
Sportswear brand Castore has entered the Belgian football market for the first time via a kit supplier agreement with Club Brugge
Anderlecht extends stadium naming-rights deal with Lotto
RSC Anderlecht has announced a multi-year extension to its stadium naming-rights sponsorship deal with the Belgian National Lottery
Anderlecht signs long-term sleeve sponsorship deal with Napoleon Sports
Pro League club Anderlecht has agreed a new four-season sponsorship deal with Napoleon Sports that will grant the Belgian betting and gaming operator shirt sleeve branding rights
Wasserman hires Mathues to drive Dutch growth
Sports, music, and entertainment agency Wasserman has appointed Wim Mathues as senior vice-president of brands and properties in Belgium and the Netherlands as it continues its growth strategy in Europe.
Belgium’s STVV strengthens Japanese ties with new stadium sponsor
Belgian Pro League club Sint-Truidense VV has agreed a deal for wasabi producer Daio to take on naming rights to its home stadium, Stayen
Front Row – Bednet/ClassContact and Royal Belgian Football Association
Running through the Covid-affected 2020-21 international season, Bednet and ClassContact activated their partnership with the Royal Belgian Football Association (KBVB/URBSFA) for a kids’ cause campaign which connected the men’s national team training sessions to unwell children confined to bed.
Union Saint-Gilloise strikes tie-up with Orange Belgium ahead of Champions League debut
Union Saint-Gilloise (USG) has announced a sponsorship deal with telecoms operator Orange Belgium ahead of its first appearance in the Uefa Champions League
Alibaba-owned Cainiao continues Standard Liège sponsorship
Chinese logistics firm Cainiao is to continue its sponsorship of Belgian Pro League club Standard Liège for another season.
Soudal makes co-title switch from Lotto to QuickStep cycling team
Belgian pro cycling team QuickStep-AlphaVinyl will become Soudal-QuickStep in 2023 under a new five-year co-title deal with the Soudal sealant and adhesive brand
Chief business officer Monbaliu to leave Belgian Pro League
Leander Monbaliu, chief business officer at the Pro League, is to leave the Belgian football club body later this month.
Monbaliu has been with the Belgian league for close to a decade in various guises
Belgian sports industry faced with ban on gambling sponsorship
Belgium’s Minister of Justice, Vincent Van Quickenborne, has proposed a ban on all gambling sponsorship and advertising, with the sports industry to be granted a transition period before the rules are e…
Infront adds E3 Saxo Bank Classic to cycling portfolio
The Infront agency has entered into an exclusive media and marketing rights agreement with the E3 Saxo Bank Classic cycling event in Flanders, Belgium
Dstny to replace Soudal at Lotto cycling team from 2023
Belgian cloud technology brand Dstny will become the co-title sponsor of the Lotto-Dstny UCI WorldTour cycling team from 2023 to the end of 2024
Deceuninck stays in cycling with Alpecin-Fenix deal
Belgian cycling team Alpecin-Fenix has signed up window manufacturer Deceuninck as a co-sponsor
Betway extends long-term backing of Belgian Cup
Online betting operator Betway has renewed its sponsorship of the Belgian Cup football competition.
Betway has sponsored the tournament since 2016
KRC Genk claims 5G first with stadium naming rights sponsor
IT solutions company Cegeka has acquired naming rights to the home ground of Belgian Pro League club KRC Genk in a wide-ranging deal that will see the venue become the first 5G-compatible stadium in the…
Quick-Step extends backing of UCI WorldTour team, Deceuninck to depart
Flooring company Quick-Step has renewed its naming rights deal with UCI WorldTour cycling outfit Deceuninck – Quick-Step for a further six years, but Belgian window manufacturer Deceuninck is set to e…
ASO signs AG as firm expands Belgian cycling presence
Event organiser and promoter Amaury Sport Organisation (ASO) has signed up insurance firm AG as the main sponsor of Belgian cycling events, La Flèche Wallonne and Liège–Bastogne, two of the Ardennes cla…