Belgium

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.

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.

The Belgian Volleyball League has signed a title sponsorship agreement with the country’s national lottery, Loterie Nationale.

Belgian telecommunications company Base has extended its shirt sponsorship deal with the country’s Pro League football team Standard Liege.

UCI WorldTour cycling team Lotto-Soudal has entered into a partnership with Belgian pharmaceutical company Eurogenerics.

The Etixx-QuickStep UCI World Tour cycling team has agreed a partnership with German supermarket chain Lidl.

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.

Online food ordering platform Just Eat has entered into a shirt sponsorship agreement with Belgian Pro League newcomer OH Leuven.

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.

Air conditioning provider Daikin has signed up as the new shirt sponsor of Belgian Pro League top-tier football team Club Brugge.

Flooring manufacturer Quick-Step has agreed a two-year extension to its title sponsorship of Belgian UCI WorldTour team Etixx – Quick-Step Pro Cycling.

Sports nutrition brand Etixx has agreed a four-year sponsorship deal with the Belgian Football Association (URBSFA/KBVB).

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.

Transportation insurance company TVM is using sports sponsorship as a story-telling platform and a tool to drive client engagement.

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, 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.

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.

The Royal Belgian Football Association has entered into a new long-term kit partnership with sportswear company Adidas.