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Sportpaleis unveils first-ever naming rights partner

The historic Sportpaleis in Antwerp, Belgium, has unveiled its first naming rights partner in its 91-year history.

The arena’s owner, Live Nation-backed Be•at Venues, has struck a deal with software giant AFAS that will take effect from 1 September 2025.

AFAS, which is also the naming rights sponsor of Amsterdam concert hall AFAS Live, has promised “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.”

A new name for the building will be unveiled at the beginning of 2025, with fans encouraged to submit suggestions via the Sportpaleis website.

“We’ve been gradually upgrading the venue over the past few years by coming up with innovative ideas and making small changes,” says Jan van Esbroeck, managing director of Be•at.

“We’re jumping on the opportunity to remould the Sportpaleis from top to toe”

“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, adds, “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.”

Be•at Venues’s group holdings include Antwerp’s Sportpaleis (23,000), Hasselt’s multi-hall Trixxo Arena (17,000), Brussels’ concert hub Forest National (8,400), and Antwerp’s basketball home Lotto Arena (7,500).

 


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