Belgium
Betway bags brace of Belgian football partnerships
Betting and gaming company Betway has entered into a partnership with Belgian First Division A football club Anderlecht, along with a sponsorship agreement for the Croky Cup, the country’s principal cup competition.
Orange dials up Belgian basketball sponsorship
French telecommunications company Orange has signed up as the main sponsor of the Belgium men’s and women’s national basketball teams and the top-tier Pro-League club competition.
EuroMillions title sponsors Belgian Volleyball League
The Belgian Volleyball League has signed a title sponsorship agreement with the country’s national lottery, Loterie Nationale.
Standard Liege dials up Base extension
Belgian telecommunications company Base has extended its shirt sponsorship deal with the country’s Pro League football team Standard Liege.
Lotto-Soudal partners with pharmaceutical company
UCI WorldTour cycling team Lotto-Soudal has entered into a partnership with Belgian pharmaceutical company Eurogenerics.
Etixx-QuickStep adds Lidl to commercial basket
The Etixx-QuickStep UCI World Tour cycling team has agreed a partnership with German supermarket chain Lidl.
Telenet leverages passion for cyclo-cross in Belgium
Belgian pay-television broadcaster Telenet has signed this month as a sponsor of the UCI Cyclo-cross World Cup in 2015-16 and as the event’s title sponsor, from 2016-17 to 2019-20, in a deal that gives Telenet extensive broadcast rights to the series.
Just Eat delivers shirt sponsorship for OH Leuven
Online food ordering platform Just Eat has entered into a shirt sponsorship agreement with Belgian Pro League newcomer OH Leuven.
Belgian FA brings in Croky and Basic-Fit
Potato chip brand Croky has secured a deal to become the new title sponsor of the Belgian Cup knockout club football competition, while the Belgian Football Association (URBSFA/KBVB) has signed a partnership with gym chain Basic-Fit.
Daikin breezes in as new Club Brugge shirt sponsor
Air conditioning provider Daikin has signed up as the new shirt sponsor of Belgian Pro League top-tier football team Club Brugge.
Quick-Step sticks with UCI WorldTour team
Flooring manufacturer Quick-Step has agreed a two-year extension to its title sponsorship of Belgian UCI WorldTour team Etixx – Quick-Step Pro Cycling.
Belgian FA calls up Etixx
Sports nutrition brand Etixx has agreed a four-year sponsorship deal with the Belgian Football Association (URBSFA/KBVB).
Kappa replaces Joma at Standard Liege
Italian sportswear company Kappa has reached a three-year agreement to serve as the new kit manufacturer for Belgian Pro League football team Standard Liege.
TVM: Moving away from exposure-based strategy
Transportation insurance company TVM is using sports sponsorship as a story-telling platform and a tool to drive client engagement.
Club Brugge extends with jersey sleeve sponsor
Belgian Pro League top-tier football team Club Brugge has opted to extend its sponsorship deal with domestic women’s pharmaceuticals company Mithra Pharmaceuticals.
EDF Luminus powers Belgian FA
EDF Luminus, the Belgian arm of French energy giant EDF, has agreed a two-year partnership with the Belgian Football Association (URBSFA/KBVB) to sponsor its national team until the Uefa Euro 2016 tournament.
Omega Pharma moves subsidiary into title position
Belgian pharmaceutical company Omega Pharma has made its sports nutrition brand Etixx the joint-title sponsor of the Omega Pharma - Quick-Step Pro Cycling Team from 2015 to 2017.
Adidas pounces for Belgium national football team kit deal
The Royal Belgian Football Association has entered into a new long-term kit partnership with sportswear company Adidas.