Belgium’s Sportpaleis to be renamed in new deal

Belgium’s largest indoor concert venue, the Sportpaleis, is being renamed as part of a new partnership.

From 1 September, the 23,001-cap Antwerp arena will be known as AFAS Dome after linking up with AFAS Software.

The new name was chosen following a public call for suggestions, which saw almost 4,000 entries submitted – hundreds of which featured the word “Dome”.

“Our venue is at a historic turning point,” says Jan Van Esbroeck, MD of be•at (formerly Sportpaleis Group). “The large-scale infrastructure works resulting from the Oosterweel connection not only allow us to move forward with full force but also to usher in a new era.”

According to the team, the new name reflects the “grandeur” of the venue and also symbolises the future.

“We are taking this iconic venue to the next level, with respect for its rich history and an eye on the future”

“We are taking this iconic venue to the next level, with respect for its rich history and an eye on the future,” continues Van Esbroeck. “The name AFAS Dome reflects that ambition and underscores our pride as the country’s leading event venue.”

The naming rights deal will also enable venue improvements including the launch of premium suite the AFAS VIP area, as well as other innovative technologies and enhanced facilities. AFAS has also sponsored the 6,000-cap AFS Live in Amsterdam, the Netherlands, since 2016.

“At AFAS Software, we believe in innovation and experience,” says Machiel den Dekker, CEO of AFAS Software in Belgium. “That is precisely why we have entered into this partnership: to take an iconic venue to an even higher level. With AFAS Dome, we want to contribute to a future where technology and entertainment go hand in hand, ensuring visitors enjoy an unforgettable experience time and again.”

AFAS Dome will host Lady Gaga’s The Mayhem Ball Tour this November, and will also welcome acts such as Ghost, Tyler, the Creator, Tate McRae, Duran Duran, Dua Lipa, Pitbull, Lionel Richie, Kylie Minogue and Katy Perry in the coming months.

Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.