About Us
We founded The Missing Link to bring more professionalism, measurement and strategic thinking to sponsorship.
We want to help brands evolve from trial and error, gut feeling and guesswork to building smarter partnerships through strategy, data and expertise. Our approach is built on a simple premise: sponsorship is one of the most powerful tools in modern marketing, when it's approached strategically and measured properly.
We are the Missing Link between brands and rightsholders.
Our approach to sponsorship
BRAND FIRST
We don't sell sponsorship inventory and we don't represent rights holders. We start on the brand side, always.
GAME
DATA-DRIVEN DECISIONS
Every engagement is built on data: from the first analysis, the strategy, KPI-setting , tracking of the partnership to the final evaluation.
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ONE-STOP SHOP
From analysis and strategy to contract negotiation and measurement, we act as a one-stop shop to ensure sponsorship delivers proven value.
MATCHExplore the sponsorship services that bring this approach to life.
Our sponsorship services
Strategic sponsorship services that turn partnerships into measurable results
STRATEGY
build your partnership strategyA clear, data-driven sponsorship strategy aligned with your business objectives.
SELECTION
find the perfect fit partnershipWe find a partnership that fits your brand, reaches your audience, and delivers measurable value, within your budget.
NEGOTIATION & CONTRACTING
secure the best dealWe negotiate the best possible deal, KPI driven, with a rock-solid contract.
EVALUATION
measure & optimize performanceWe build the evaluation framework to track performance of your partnership(s).
Our Team
Meet our sponsorship specialists
A senior team of sponsorship specialists working across sport, entertainment, culture and innovation.
MANU LEROY
Strategy & leadership: aligning partnerships with business transformation.
- Ex-Telenet (Play Sports)
- Former CEO & CMO Royal Belgian Football Association
- Olympic athlete
- Lector sports marketing at Thomas More
- Co-founder of Iconic League Agency
LISA DE CROOCQ
Marketing & commercial strategy: linking brand goals to partnership value.
- Ex-RSC Anderlecht (commercial)
- Former Bacardi-Martini (marketing)
- Paris 2024 Olympic Games (Belgium House)
- Experience at rights holder and brand side
KOEN BAUWENS
Data & measurement: turning partnerships into measurable performance.
- Ex-Nielsen Sports
- Industry expert and data specialist
Sponsorship 101
Debunking Sponsorship Cliches
Sponsorship Trends 2026
State of Sponsorship in Belgium 2025 - Full Report
The Missing Link officially launched!
State of Sponsorship in Belgium
Pauwels Sauzen: Strengthening Sponsorship Effectiveness
Telenet: Aligning Sponsorship Strategy with Media Reality
Grant Thornton: Preparing for Maximum Impact
Our Partners
Trusted by leading brands
Frequently asked questions
What brands and rights holders ask us most about sponsorship strategy, selection and ROI.
Contact Us
Your partnerships deserve a smarter approach
Whether you're in sports, entertainment, music, or culture: we're here to help you build smarter partnerships.