Belgium

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

Online betting operator Bwin has secured betting streaming rights in Belgium to the country’s top-tier Jupiler Pro League as part of a wider sponsorship agreement.

Belgian Pro League club Anderlecht has signed a new front-of-shirt deal with Belfius Insurance that will give branding rights to two Belfius-owned brands

BMW Group Belux has extended its sponsorship of the Belgian FA for the next four years, from 2020-21 to 2023-24

Belgian Pro League club Standard Liège has welcomed back the Maes beer brand – a former main shirt partner – to its sponsorship roster.

Financial services company BNP Paribas Fortis is to end its shirt sponsorship deal with Belgian club Anderlecht a year early, it has been reported

Proximus has joined fellow Belgian telecoms operator Telenet in calling for a repayment of a tranche of its broadcast rights fee if the country’s Pro League season is not completed.

The impact of the Covid-19 pandemic is being felt across road cycling with Deceuninck, one of the co-title sponsors of men's International Cycling Union (UCI) World Tour team Deceuninck-QuickStep, indicating…

Telco Proximus and bank-insurer KBC have agreed a three-year extension to their contracts as main sponsors of Flanders Classics, the company which organises cycling’s traditional spring classic events i…

US beer brand Bud Light has agreed a deal to sponsor the League of Legends Championship Series (LCS)