Anshuman JoshiThis article contains information regarding the organisations enjoying a strong branding presence across the Belgium men’s and/or women’s national football teams’ physical and digital assets as sponsors and partners of the Royal Belgian Football Association.
Name of the Football Association: Royal Belgian Football Association (Dutch: Koninklijke Belgische Voetbalbond; KBVB)
Also Read – FIFA Men’s World Cup Qatar 2022 Sponsors List
MAIN PARTNERS
Adidas
The German sportswear giant currently serves as the official kit supplier to the KBVB’s national sides since 2014, having previously served in the same capacity on two different occasions (1974–1980 and 1982–1991).
In September 2020, the KBVB and Adidas agreed to extend their partnership in a six-year deal.
BESIX
The Brussels-headquartered Belgian construction group has served as an official sponsor to the KBVB since October 2017.
BMW
The Bavarian automaker has been an official sponsor of the KBVB since 2012. The partnership sees BMW supply its fleet of cars to the Belgian national teams’ players and staff.
The two parties last renewed their deal in a four-year agreement in July 2020.
Carrefour
The Massy-headquartered French supermarkets chain has served as an official sponsor to the KBVB since November 2013. The sponsorship sees the two parties work on several fan engagement activities and also grants Carrefour selling rights for KBVB-themed products.
Coca-Cola
The Belgian arm of the American beverage giant has served as an official sponsor to the KBVB for nearly three decades. The sponsorship sees Coca-Cola’s products made available during the home matches of the KBVB’s national sides.
The two parties last extended their partnership in March 2019, with the agreement currently set to run until the end of 2022.
Connections
Connections is a Belgian travel company based out of Vilvoorde.
Côte d’Or
The Mondel?z-owned Belgian chocolate brand also serves as an official sponsor to the KBVB. The partnership sees the KBVB and Côte d’Or work extensively on several fan engagement activities, with the latter holding image rights to feature Belgian national players in its promotional content.
General Logistics Systems (GLS)
The Amsterdam-based logistics company also serves as an official sponsor to the Belgium men’s national football team.
Herbalife Nutrition
Herbalife Nutrition is a multi-level marketing firm and distributor of dietary supplements headquartered in Los Angeles. In October 2021, the company was announced as the official nutrition partner of the KBVB on a four-year deal.
As per the deal, Herbalife supplies the KBVB national teams—including its referees—with its products. It also serves as a main partner to the KBVB’s senior women’s and esports national teams.
ING
Amsterdam-headquartered ING has been an official sponsor of the Belgium men’s national football team since 2010. The sponsorship has seen ING help the team launch their official mascot named “Red”. The financial institution also serves as the front-of-shirt sponsor for the team’s training kits.
Jupiler
The AB InBev-owned Belgian beer serves as an official sponsor to the belgium men’s national football team apart from being the title sponsor of the Belgian top division, the Belgian First Division A, which is thusly called the Jupiler Pro League. The sponsorship also sees Jupiler beer made available during the Belgian team’s home matches.
Lotto (National Lottery)
The Belgian national lottery has been a long-time sponsor of the KBVB. The two parties work together to raise money that goes directly towards the development of Belgian grassroots football.
Proximus
Proximus’ association with the KBVB can be traced as far back as 25 years. The two signed a four-year extension to their current sponsorship deal in July 2020.
PwC
The UK-based professional services network also serves as an official sponsor to the KBVB.
BUSINESS PARTNERS
Arena Foot Indoor
Arena is a Belgian multi-purpose sports and entertainment facility based in Wavre that serves as a Business Partner to the KBVB.
Basic-Fit
The Hoofddorp-headquartered gym chain was announced as a partner of the KBVB in June 2015. Predominantly focused on the KBVB’s women’s teams and match officials, the deal sees Basic-Fit provide bespoke fitness programmes and injury screenings.
Brussels Airlines
Belgium’s Machelen-headquartered flag carrier and largest airline has been the official airline of the KBVB since February 2014. The Belgium players travel around in KBVB-themed planes when on international duty.
EASI
Nivelles-headquartered EASI became the official IT partner of the KBVB in January 2016. EASI’s proprietary accounting software, EASI Financials, is implemented by the KBVB in its day-to-day operations.
Het Laatste Nieuws (HLN) (The Latest News)
The Antwerp-based Dutch-language newspaper is a long-time partner of the KBVB. The connection between the two makes HLN one of the most reliable sources regarding all things Belgian national team football.
Hörmann
Hörmann is a German manufacturer of doors, garages, door frames, and gates and is based out of Steinhagen.
Konica Minolta
The Chiyoda City, Tokyo-headquartered Japanese optical products manufacturer also serves as a Business Partner to the KBVB.
Le Soir (The Evening)
Much like Het Laatste Nieuws, Brussels-based French-language newspaper Le Soir is also one of the most reliable sources for news regarding the KBVB on the account of it being one of the association’s Business Partners.
Matrix Fitness Benelux
Towards the end of 2015, Houten, Utrecht-headquartered Dutch health and fitness brand Matrix signed a partnership deal with the KBVB that would commence on January 1, 2016. As per the deal, Matrix serves the KBVB as an official supplier of gym and training equipment across its venues.
McDonald’s Belgium
The Belgian arm of the American fast-food giant—headquartered in Diegem—also serves as a long-time Business Partner of the KBVB. McDonald’s Belgium holds image rights for the KBVB’s players for promotional purposes.
Photo News
Photo News is a Belgian photo agency based in Forest, Brussels-Capital Region. As a Business Partner of the KBVB, Photo News attends all of its teams’ matches, events, and activities to gather exclusive footage.
Sport/Voetbal Magazine
Sport/Voetbal Magazine is a Dutch-language football magazine published by Roeselare-headquartered Belgian publishing and broadcasting company Roularta Media Group. It also serves as a Business Partner to the KBVB.
Sudpresse
The Namur-headquartered leading French-language Belgian written press is also a Business Partner of the KBVB.
Sorare
Sorare is a blockchain-based digital collectibles and fantasy football platform developed by Saint-Mandé, Paris-headquartered French company SORARE SAS.
The KBVB announced an official licensing agreement with Sorare in June 2021 to create digital player cards in the form of NFTs. Belgium, thus, became the first country to feature both its senior men’s national team and the topflight of professional domestic football (Jupiler Pro League) on Sorare.
