Belgium

Union Saint-Gilloise (USG) has announced a sponsorship deal with telecoms operator Orange Belgium ahead of its first appearance in the Uefa Champions League

Chinese logistics firm Cainiao is to continue its sponsorship of Belgian Pro League club Standard Liège for another season.

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

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

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…

The Infront agency has entered into an exclusive media and marketing rights agreement with the E3 Saxo Bank Classic cycling event in Flanders, Belgium

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

Belgian cycling team Alpecin-Fenix has signed up window manufacturer Deceuninck as a co-sponsor

Online betting operator Betway has renewed its sponsorship of the Belgian Cup football competition. Betway has sponsored the tournament since 2016

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…

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…

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…

Insurance company Allianz has committed to a four-year title sponsorship of the Memorial Van Damme track and field event in Belgium, from 2021 to 2024

Belgian pay-television broadcaster and telecoms operator Proximus has further enhanced its esports commitment through a carriage deal for the new eSportsONE channel, plus a series of other agreements

Pro League, the governing body for Belgian football’s top two divisions, has renewed a licensing agreement with Gamebasics, the developer of the online football management title Online Soccer Manager.

Belgian football’s Pro League has signed an agreement with artificial intelligence-based sponsorship analytics platform GumGum Sports.

Sporting goods brand Adidas has extended its kit supplier agreement with the Belgian Football Association (KBVB) for six more years until 2026