The Missing Link publishes the full report: State of Sponsorship in Belgium
Our full report on sponsorship in Belgium, based on research among more than 100 sponsorship and marketing professionals.
Sponsorship remains a powerful marketing lever, yet many Belgian brands still struggle to unlock its full value. Questions around ROI, measurement, and internal alignment continue to limit strategic investment.
With the State of Sponsorship in Belgium 2025, The Missing Link presents the results of an in-depth study among more than 100 sponsorship and marketing professionals across industries. The research offers a clear view on how sponsorship is currently used, what objectives brands prioritise, and where the biggest barriers remain.
Key Findings
- Brand awareness remains the primary driver of sponsorship investments
- Measurement and internal buy-in are the main obstacles, not budget
- Brands increasingly expect tailored partnerships instead of standard packages
- Activation budgets and data usage lag behind strategic ambitions
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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