Belgium

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Mark McKenzie, a 21-year defender for Belgian football club KRC Genk and co-host of the new "Orange Slices" podcast, discusses the importance of athletes finding a greater voice in a time of significant social change
Football

In the latest of our series of video interviews, the Belgian FA's director of marketing, Manu Leroy, describes how a new digital approach to sponsorship is helping the organisation to profit from the unprecedented success of its men's national team.
Football
Sponsorship & Marketing

SportBusiness looks at the new commercial strategy of Royal Belgian Football Association, after seeing Belgium's national football team rise from #66 in Fifa’s ranking to the top of the world.
Football
Events

The ever-growing influence of Europe’s top-five leagues is squeezing the life out of professional football in Europe’s lowlands. Callum McCarthy examines the commercial pros and cons of a merger between the Dutch Eredivisie and the Belgian Pro League.

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Motor Racing
Media

RTBF, the French-language public broadcaster in Belgium, has acquired rights to Extreme E, the new electric off-road motor racing series
Cycling
Sponsorship & Marketing

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…
Athletics
Sponsorship & Marketing

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
Multi-Sport
Media

Belgian telecoms operator Telenet has announced it will launch a free-to-air channel targeting occasional viewers of sports events