Anderlecht to promote separate Belfius brands in new shirt deal
Anderlecht, one of Belgium’s top soccer clubs, will promote two different brands on the front of their shirts next season under an expanded deal with financial services company Belfius.
The logo of insurance subsidiary DVV will appear on the shirts in home matches and that of asset management firm Candrium in away games, in an agreement running to the end of the 2023-24 season.
The four-year deals are claimed to be worth a combined €4 million ($4.5 million) to €5 million per year.
As expected, Belfius is stepping up to become the Anderlecht’s main sponsor, replacing BNP Paribas Fortis, another financial services company, which is ending its long-running partnership earlier than originally contracted.
BNP Paribas Fortis has been associated with the Brussels-based club since 1981 and its latest four-year deal was due to run until the end of the 2020-21 season.
Also departing is telecoms operator Proximus, which was Anderlecht’s back-of-shirt sponsor.
Until now Belfius, together with Candrium, has been a sponsor of the club’s youth academy.
Anderlecht finished a lowly eighth in the Pro League in 2019-20 as the season was curtailed early due to the coronavirus pandemic, with rivals and runaway leaders Club Brugge crowned champions.
Meanwhile, Nîmes Olympique, of France’s top-tier Ligue 1, have signed up Bastide Médical, a medical equipment supplier, as their new main sponsor.
The company takes on the primary shirt sponsorship rights for next season season, replacing Hectare, the real estate developer, whose deal expired at the end of the truncated 2019-20 campaign.
Nîmes finished 18th in the 20-team Ligue 1 last season.