Belgium

Football

RSC Anderlecht has announced a multi-year extension to its stadium naming-rights sponsorship deal with the Belgian National Lottery
Football

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
Multiple Sports

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.
Football

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
Soccer

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.
Football

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

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

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
Football

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
Multiple Sports

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…
Cycling

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

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
Road Cycling

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

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

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…
Cycling

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…
Cycling

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…
Athletics

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