Jupiler Pro League
Anderlecht is actively looking for a new main sponsor. The bank Belfius, whose companies Candriam and DVV now appear on the shirts, will stop football sponsorship and the five-year contract with RSCA expires in June. The market has become smaller due to the (future) ban on gambling advertising.
Anderlecht and its shirt sponsors: in the past it has often produced legendary jerseys. First the one with the Belle-Vue logo (1973-1981), then that of Generale Bank (1981-2000) and its successors Fortis and BNP Paribas (2000-2019). In the last five years it was Belfius that announced its companies Candriam and DVV through purple and white. In the top match against Club Brugge (3–1) last Sunday, even Re=Bel, an offshoot of Belfius, exceptionally decorated the chest of Jan Vertonghen and co.
The Belgian record champion has always remained very loyal to his main sponsors. Unfortunately for Anderlecht, Belfius announced in August 2022 that it will stop all its football sponsorship. The bank wants to focus on other sectors/sports, including hockey. A partnership with RSCA may still be possible after the current sponsorship contract expires in June 2024, but without the current financial contribution and visibility.
Gambling advertising disappears
Anderlecht is therefore exploring the market to find a new, worthy main sponsor. That is not a simple search. There are candidates, but it must be the right, loyal partner and there is quite a lot of competition to attract lenders. So it remains to be seen which company will be on the new shirts that will be launched in July.
The task is also somewhat complicated by the new legislation. For example, many football clubs opt for betting offices on their shirts. Anderlecht also brought in Napoleon Sports as a side sponsor last summer, but restrictions have been placed on gambling advertising. From January 1, 2025, advertising for sports betting will be prohibited both on the boarding in the stadium and on the front of the shirt. After December 31, 2027, the presence of gambling brands will be completely banned.
Anderlecht must above all make a good choice. Although the current state of affairs obviously works to their advantage. The club is once again heavily involved in the title debate, the stadium is always full, the hospitality in the Lotto Park is running at full speed and the experience surrounding matches has greatly improved. A possible title would be nice. The exact value of such a contract is never stated, but unofficial sources speak of an annual amount between 2.5 and 5 million euros.
Club also looking
Anderlecht is not the only Belgian top club that sees Belfius drop out. At Club Brugge the bank also stopped using it and it is no longer on the shirts. They still lend their name to the training complex there – Belfius Basecamp – but that agreement is also expiring. Belfius is still a partner in Jan Breydel in terms of hospitality, but less so in terms of visibility. The blue-black shirts show the gambling company Unibet as the main sponsor. That contract runs until next season and after that Club will look at what is possible with the new legislation.
At Anderlecht, the youth and training complex is also called the RSCA Belfius Academy. It is not yet clear whether that name will be retained.
