The Missing Link publishes the full report: State of Sponsorship in Belgium 2026
This is the full report of the second edition of our dedicated research on sponsorship in Belgium, based on research among more than 100 sponsorship and marketing professionals.
Sponsorship will always be a powerful marketing lever, yet many Belgian brands have been struggling to unlock its full value. Questions around ROI, measurement, and internal alignment continue to limit strategic investments in sponsorships.
With the State of Sponsorship in Belgium 2026, The Missing Link presents the results of the second edition of its in-depth study among more than 100 sponsorship and marketing professionals across a broad variety of industries. The research offers a clear view on how sponsorship is currently being used in Belgium, what objectives brands prioritise, and where the biggest barriers remain.
Key Findings
- A lack of belief at senior leadership level is the #1 barrier to investing in sponsorships
- Less brands are measuring their sponsorships returns in any form compared to last year
- Brands are finding it increasingly difficult to communicate with rights holders, with 44% (+7% compared to 2025) of our respondents indicating that they don't feel understood when talking to a rights holder
- Brand awareness is still the most important objective in sponsorship, with brand consideration coming in second
This research is part of The Missing Link's annual commitment to bring more structure, clarity, and professionalism to sports and entertainment sponsorship in Belgium.
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