Features
Sportpaleis Belgium Unveils First Ever Naming Rights Partner
The historic Sportpaleis in Antwerp, Belgium, has unveiled its first naming rights partner in its impressive 91-year history: AFAS Software.
The deal, effective Sept. 1 2025, was struck between Be•at – operators of several buildings including the Sportpaleis, Lotto Arena, and Forest National – and software giant AFAS, which “is committed to a full-sweep level-up of the Sportpaleis, securing the venue’s standing among the leading concert venues in time for its centenary anniversary in 2033,” according to the press release announcing the sponsorship.
Be•at’s has plans to deliver “next-gen live entertainment, with cutting-edge infrastructure and an unbeatable visitor experience to match,” and a strong naming rights partner is key to this.
Fans have a say in the building’s new name. They can submit suggestions via the Sportpaleis website. The new name will be unveiled in the beginning of 2025, even if the deal between venue operator Be•at and AFAS only comes into effect in September next year.
Jan van Esbroeck, managing director of Be•at, commented, “We’ve been gradually upgrading the venue over the past few years by coming up with innovative ideas and making small changes. Spurred by this new momentum (…), we’re jumping on the opportunity to remould the Sportpaleis from top to toe. Our partnership with AFAS Software marks a key moment in our journey, allowing us to secure a promising future for the Sportpaleis. The difference between an ‘okay’ and an ‘awesome’ event is in the details, which is why we want to give visitors a phenomenal experience in every respect: safety, service, comfort, and the emotions they feel. Our aim is to have everything completed by around 2033, which would symbolically coincide with celebrations of the Sportpaleis’ centenary.”
Machiel den Dekker, CEO of AFAS Software, added, “The upgrade of the Sportpaleis is consistent with our innovative nature as a company. Partnering with be•at marks the start of an exciting new era to take the concert experience to the next level. AFAS Software is playing a crucial role in the future of the Sportpaleis, which will include the integration of new technologies, business processes automation, the Sportpaleis’ evolution into a next-gen event location, and building a new VIP lounge. It’s a partnership we’re proud of, and we couldn’t be more excited. We’re pulling out all the stops to create a positive visitor experience, down to the minutest detail.”
Antwerp’s Sportpaleis ranked 20th on this year’s iteration of Pollstar’ Magna Charta, where we filter out worldwide rankings by European businesses. Some 2024 show highlights reported to the Pollstar Boxoffice include two sold-out nights with Justing Timberlake, Aug. 3-4, moving 34,729 tickets at a $3,661,584 gross; Karol G, June 29, selling 18,226 tickets for $1,634,933; or Rod Stewart, who sold 10,476 tickets for $1,078,707, May 11, 2024.