State of Sponsorship in Belgium 2026 - White Paper

A year ago, we argued that sponsorship in Belgium does not lack potential, but clarity, structure and accountability. We promised to repeat this research every year, so the market could hold itself to account. This is the second edition of our research and the resulting whitepaper.

We had hoped to report progress, but unfortunately we cannot. On almost every indicator that matters, the gap between what sponsorship could deliver and what Belgian brands get out of it has widened in this past year. Fewer brands measure, more brands feel misunderstood by rights holders, and sponsorship is losing its share of the marketing budget. All of this while the European market keeps on growing.

That should create a sense of urgency. The data also shows where the value lies: brands that measure consistently, and brands that feel understood by their partners, are clearly more satisfied with their sponsorship. The solution is known, but it's simply not applied widely enough. Once again, this paper is a challenge: to brands, to rights holders, and to ourselves as an agency.

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