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Football Sponsorship in Belgium: Leveraging the Power of Media Platforms

Belgium's Jupiler Pro League has found a unique billboard – not on buildings or busy streets, but on the chests of football players. This strategic placement is a testament to the unparalleled impact and popularity of football, making it the country's biggest sports platform. Jerome Bouchat, Commercial Director at Nielsen Sports, emphasizes that football's influence remains unmatched, both on and off the pitch. 

The surge in football interest among Belgians is evident, with 58% of individuals aged 16 to 69 expressing interest in the sport. This sizable audience, totaling 4.61 million people, contributes to the expanding TV viewership, prompting an 18% increase in sponsorship investments (source: Nielsen study, June 2023). The positive perception of sponsorship within football is a key driver, with 81% of football fans acknowledging that sponsor involvement enhances a company's image.

Nielsen's evaluation of shirt sponsorship ROI reveals a unique dynamic, highlighting the separation between long-term commercial returns and short-term sporting results. Even during periods of athletic challenges, football clubs maintain dedicated followings, emphasizing the enduring value for sponsors.

Jos Verschueren, Sports Management Program Director at VUB, underscores the importance of aligning a sponsor's values with those of the club, advocating for a comprehensive media and marketing partnership over a mere contractual association. Both Bouchat and Verschueren emphasize the need for sponsors to extend beyond mere visibility on shirts, urging a focus on media activation for lasting brand-club associations.

Football clubs, recognizing their evolution into media platforms, are shifting from traditional football organizations to multifaceted media entities. Bouchat acknowledges the delicate balance between commercial products and the sporting experience for clubs, emphasizing that sports sponsorship is effective and efficient, especially in Belgium and within the football domain.

A notable example is RSC Anderlecht, which has elevated its purple and white shirt to an iconic status over 40 seasons. With a 38% market share in online engagement, RSC Anderlecht's digital footprint stands out as a powerful media platform in the Belgian sports landscape. The club's commitment to producing innovative sports content has transformed it into a media brand, providing partners with extensive coverage and audience engagement opportunities.

Kenneth Bornauw, CEO Non-Sports at RSC Anderlecht, highlights the club's prowess in content creation and its longstanding position as the country's most far-reaching club. These attributes, coupled with the club's premium business customer experience, make RSC Anderlecht an attractive and distinctive platform for sponsors seeking impactful advertising and activation opportunities.

In conclusion, the landscape of football sponsorship in Belgium is evolving, with clubs transitioning into dynamic media platforms. Sponsors looking to capitalize on this shift must forge comprehensive partnerships that extend beyond traditional visibility, leveraging the enduring appeal and influence of football in the hearts and minds of Belgians.

Sources: DeTijd