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Anderlecht replaces main sponsor BNP Fortis Paribas with Belfius-owned brands

(Photo by Vincent Van Doornick/Isosport/MB Media/Getty Images)

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.

The DVV insurance brand will emblazon the clubs’ purple shirts for home games, while the Candriam asset management brand will be worn on the white shirts for away games.

The deal runs for four seasons, from 2020-21 to 2023-24, and sees Belfius take over from financial services company BNP Fortis Paribas, the club’s main sponsor since 1981.

Karel Van Eetvelt, chief executive at Anderlecht told Belgian news sources that “the annual amount of this double partnership corresponds to what BNP Fortis Paribas paid us…between €4m ($4.5m) and €5m per season.”

As reported in SportBusiness in April, BNP Paribas Fortis decided to end its shirt sponsorship deal with Anderlecht a year early amid a reported rethink over the company’s sports sponsorship spend. It was reported at that time that Belfius, which already sponsors the club’s academy, was likely to step up to become shirt sponsor.

The new deal will help promote the DVV brand in both the French- and Dutch-speaking regions of Belgium. DVV Insurance previously operated under the name AP Assurances in the French-speaking part of the country.

Dirk Vanderschrick, chief executive of Belfius Insurance, said: “We have an ambitious strategy for DVV, and the sponsorship of the RSCA will give us greater visibility on both sides of the linguistic border.”

From next season, the Candriam band will also be a back-of-shirt sponsor at Pro League rivals Club Brugge, but Vincent Hamelink, chief investment officer of Candriam, said this did not pose a problem for the brand.

He said: “It’s wonderful that we can showcase our brand through the two biggest clubs in Belgium. Neither Anderlecht nor Brugge asked us to choose between them. We are here for the passion and the values ​​of football.”

Anderlecht’s shirt for next season still has one more sponsorship position to fill, given that Belgian telecoms operator Proximus has already decided against extending its back-of-shirt sponsorship deal with the club.

That deal is thought to be worth between €1m and €1.5m per season. Proximus also decided not to extend expiring sponsorship contracts with Club Brugge (replaced by Candriam) and RCS Charleroi.

Telenet, the telecoms operator in Flanders, is reportedly in talks to become a sponsor of Anderlecht next season.

The cancellation of the 2019-20 Belgian Pro League season because of the Covid-19 pandemic was confirmed in May. Club Brugge was awarded the title. Anderlecht finished outside the European qualifying spots in eighth position.