© ProShots

The Future of Belgian Football: A Sponsorship Perspective on the New League Format

The Belgian Pro League is on the verge of a major transformation, with a new competition format set to be voted on by February 10. Two options remain on the table, both featuring 16 clubs: a traditional play-off system with four teams or the Swiss model inspired by the upcoming Champions League format. The latter has gained the most traction among clubs and stakeholders.

Why the Change? A Competitive and Commercial Rethink

This season, Belgian top clubs are playing up to 40 matches in the Jupiler Pro League alone. When combined with domestic cup competitions and European commitments, the schedule becomes overwhelming. Clubs are pushing for change to reduce the load while maintaining competitive integrity and commercial appeal.

Smaller clubs, on the other hand, are looking for financial stability. The current play-down system introduces unnecessary stress and financial risks. To address these concerns, the Pro League aims to retain the excitement of play-offs while optimizing the format for all stakeholders.

The Swiss Model: A Fresh and Commercially Viable Approach

The inspiration for the Swiss model came from club representatives themselves during the Pro League Business School. Modeled after the new Champions League format, this system would feature a single league table where teams do not play each other twice but are guaranteed at least one encounter.

Key benefits:

• Reduced match load: The Champions’ Play-offs would feature only 34 matches instead of 40.

• Increased flexibility: A dedicated winter break and scheduling room for European fixtures.

• Removal of unpopular elements: No more point-halving or play-downs.

However, there are challenges. Some clubs may miss out on key fixtures, such as local derbies. Additionally, the system is unprecedented in European domestic leagues, raising concerns about fan reception.

The Traditional Play-Off Model: A Safer but Less Exciting Option

The alternative is a simpler adaptation of the existing system, with four teams in Play-off 1. This version retains the essence of the current league structure while eliminating play-downs and slightly reducing the top clubs' match load to 36 games.

Pros:

• Easier for fans and sponsors to understand.

• Maintains the appeal of Play-off 2 with a direct European ticket.

• Retains a competitive second division (Challenger Pro League) with 16 teams.

Cons:

• The top four cut-off may be too restrictive, limiting opportunities for clubs outside the traditional elite.

• Play-off 2 might generate less engagement due to ‘meaningless’ matches.

• The fairness of awarding a direct European spot through Play-off 2 may be questioned.

Sponsorship Implications: A New Era of Football Marketing

For sponsors, the Swiss model presents a compelling opportunity. A fresh competition format creates new marketing angles, unique matchups, and an unpredictable race for European spots—elements that brands can leverage in campaigns. The flexibility in scheduling also allows broadcasters and sponsors to maximize high-profile matches without fixture congestion.

However, the complexity of the Swiss model could pose communication challenges. Ensuring fans and commercial partners understand the format will be crucial. Additionally, the potential absence of certain marquee fixtures each season (e.g., Club Brugge vs. Cercle Brugge) could impact local sponsorship deals.

Conversely, the traditional play-off model offers familiarity, making it easier to retain existing sponsor relationships. Yet, if Play-off 2 lacks competitive appeal, engagement levels might drop, leading to reduced sponsorship value for mid-table clubs.

The Verdict: What Comes Next?

With a vote set for February 10, the Swiss model appears to be leading the race. The Pro League and its commercial partner, DAZN, are aligned in favor of change. However, second-division clubs—who may see their promotion opportunities decrease—will likely demand financial compensation.

If neither proposal secures approval, discussions will have to restart, potentially leading to a more radical shift. With top clubs like Club Brugge and Anderlecht threatening to explore individual TV rights deals, the urgency for a solution is clear.

One thing is certain: change is coming, and with it, new commercial opportunities. Whether it’s through a bold Swiss model or a refined play-off system, sponsors and broadcasters will play a crucial role in shaping the league’s future.

Source: Het Nieuwsblad