Belgian football sponsorship: flaws and opportunities

Here is my PERSONAL view, based on conversations with over 45 sponsorship managers in Belgium, both from clubs and sponsoring brands, over the last 6 months.

‍

‍

Problems:

‍

1. Lack of innovation in sponsorship packages. Deals are not optimized for the sponsor’s business goals. Too often, proposals are generic, offering little personalization to meet the sponsor’s specific needs. ROI measurement is primarily based on media valuations, which are, to put it mildly, questionable.

‍

2. Clubs are constantly in a “rat race,” chasing short-term goals. This short-term mindset, combined with frequent turnover in management, makes it difficult to establish long-term strategies that create value. Brand building, data and commercialization strategies are all examples where a bigger, integrated vision is needed. Club Brugge is one of the greatest examples on how an integrated strategy creates value for all stakeholders involved.

‍

3. There’s a scarcity in the market. Most clubs are looking for new sponsors due to the upcoming regulations around betting starting in 2025. Demand for sponsors is high, while the supply is low.

‍

‍

Opportunities:

‍

1. There are big sponsorship opportunity by being part of the change! Commit to a long-term strategy that helps clubs elevate their game, while simultaneously creating additional value for yourself as a sponsor, the club, and the fans. Don’t settle for minimal investment just to gain mediocre exposure. Instead, commit more but with a clear, strategic plan that delivers value for both parties.

‍

2. As a sponsor, you can currently get excellent value for your money in the mid-tier clubs, as prices are dropping. For as little as €100K, you could already secure substantial brand exposure and even placement on the kit but like I said, go further than this.

‍

3. With innovations in conversion measurement, performance-based sponsorships are now possible, allowing for deeper partnerships where goals are mutually aligned. In summary, I believe the future of sponsorships is bright. We are overwhelmed by traditional advertising and logos on a daily basis. Sponsorships offer a unique way to stand out by connecting with people’s passions and building a deeper emotional link. We should get the most out of this. What do you think about think about or how do you perceive sponsorships?