Proximus and Soudal were lauded at the Belgian Sponsorship Awards presented during the 10th edition of SponsorLive. Soudal will also soon get to defend its case T-Rex Vuelta at the European Sponsorship Awards in London.

On Thursday 5 December, the 10th edition of SponsorLive took place at the AG Campus in Brussels. This is the leading conference for the Belgian sponsorship market and an ideal networking opportunity in the field of sponsoring, organised in cooperation with the European Sponsorship Association (ESA).

The Belgian Sponsorship Awards were presented during the event, awards that distinguish outstanding sponsorship strategies and activations. A record number of 25 cases were submitted to the jury chaired by Marc Frederix.

In the Best Sponsorship Strategy category, Proximus won first place for its campaign ‘Creating value for the local Belgian cycling ecosystem through technology’. Second and third places went to Delhaize (Team Belgium – Paris 2024) and AG (AG Insurance – Soudal Cycling Team).

The top prize in the Best Sponsorship Activation went to Soudal, which produced a striking and successful T-Rex campaign during the Vuelta. The Soudal-Quick Step cycling team’s riders donned a jersey with the image of a T-Rex for three weeks, a reference to the glue manufacturer’s T-Rex product. During the team presentation, the riders were joined by an inflatable Tyrannosaurus Rex.

Sharing the podium with them in this category were ING with its Wunderbar campaign during Euro 2024 and the National Lottery with Road to Paris. Soudal will soon get to defend its case at the European Sponsorship Awards in London.

A Wild Idea

Traditionally, Sponsorlive also invites a wide range of inspiring speakers. Edgar Jorissen, former VP and General Manager of Nike Mens EMEA, shared the stage with Bas Timmer (founder of Sheltersuit) and Jan van Hövel (founder of KLABU). Their stimulating and inspiring stories on social impact and innovation (‘A Wild Idea’) were considered the highlight of the day by many attendees. Other renowned keynote speakers included Nicolas Macé from Visa and Hannah Hill from Axi.

2024 Belgian Sponsorship Awards:

Best Sponsorship Strategy
• Gold: Proximus – Creating value for the local Belgian cycling ecosystem through technology
• Silver: Delhaize – Team Belgium – Paris 2024
• Bronze: AG – AG Insurance – Soudal Cycling Team

Best Sponsorship Activation
• Gold: Soudal – T-Rex Vuelta
• Silver: ING – Wunderbar
• Bronze: National Lottery – Road to Paris
• Coup de Coeur (public award): Jules Destrooper – Bite the medal