Belgium
Allianz replaces AG as title sponsor of Memorial Van Damme event
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
Carriage of eSportsONE among Proximus’ slew of esports deals
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
Belgium’s Pro League extends football management game licensing deal
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.
Pro League and Belgian clubs to access GumGum Sports’ sponsorship analytics
Belgian football’s Pro League has signed an agreement with artificial intelligence-based sponsorship analytics platform GumGum Sports.
Adidas extends with Belgian FA and top-ranked ‘Red Devils’
Sporting goods brand Adidas has extended its kit supplier agreement with the Belgian Football Association (KBVB) for six more years until 2026
Bwin secures Pro League betting streaming rights in wider sponsorship tie-up
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.
Anderlecht replaces main sponsor BNP Fortis Paribas with Belfius-owned brands
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 extends Belgian FA deal, as revamped women’s league seeks title sponsor
BMW Group Belux has extended its sponsorship of the Belgian FA for the next four years, from 2020-21 to 2023-24
Maes beer returns to scene of former glories at Standard Liège
Belgian Pro League club Standard Liège has welcomed back the Maes beer brand – a former main shirt partner – to its sponsorship roster.
BNP Paribas Fortis ‘ends Anderlecht shirt deal’ in sports rethink
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 echoes Telenet calls for Pro League refund, ends club sponsorships
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.
Deceuninck holds talks to reduce cycling sponsorship commitments
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…
Proximus and KBC extend as main sponsors of Flanders Classics events
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…
League of Legends Championship Series lands Bud Light as beer sponsor
US beer brand Bud Light has agreed a deal to sponsor the League of Legends Championship Series (LCS)
Belgian cycling outfit rebrands as Alpecin-Fenix
Belgian UCI Professional Continental cycling team Corendon-Circus has rebranded as Alpecin-Fenix following a change in title sponsorship
Purple Cam – BNP Paribas Fortis & RSC Anderlecht
In 2018-19, BNP Paribas Fortis’ season-long ‘Purple Cam’ stadium selfie initiative gave every RSC Anderlecht fan an exclusive photo-led experience within the team’s Constant Vanden Stock Stadium.
Qatar Airways adds Belgium’s KAS Eupen to football portfolio
Belgian First Division A football club KAS Eupen has unveiled Qatar Airways as its new front-of-shirt sponsor.
The multi-year deal is effective from the 2019-20 season
Lotto anticipates Kompany return, launches naming rights deal at RSC Anderlecht
Belgian First Division A club RSC Anderlecht has launched a new naming rights deal with Lotto, Belgium’s national lottery.