10:00    Check-in/networking

11:00    Opening & Welcome  – Andy Hancock Golazo Consulting

11:05    Opening Address – Andy Westlake Chairman European Sponsorship Association

11:10     Snapshot of The Latest Sponsorship Trends in Europe.  – Sophie Morris Director ESA

ESA has been tracking the sentiment of the European sponsorship industry since before the pandemic and Sophie Morris will bring the conference up to date with an exclusive look at the very latest findings

11:25     Building Inclusive Sponsorship –  Nathalie Lam, Head of Global Sponsorship at Philips Global

Nathalie Lam has managed marketing and brand communication programs for companies such as Red Bull, Heineken, Philips, KLM, Transavia, Rijksmuseum, SNS bank, insurance companies and the financial Industry. She is currently responsible for the global activation and portfolio of the Philips Brand Sponsorship Campaigns which are the famous Rijksmuseum, the Dutch soccer team PSV, Invictus Games,  World Heart Day federation, Global Gay Pride, Work Place Pride, Global Inclusion & Diversity programs and Singularity University.  

12:00 Case Study: Leveraging an Olympic sponsorship in the Benelux – Paul Möller  Head of Communications Allianz Benelux

During this on-stage interview Paul Moller will explain why sponsorship is important to Allianz. Allianz is a Worldwide Olympic Partner and a major sponsor of athletics in Belgium, and watersports in the Netherlands. Topics covered include adapting a sponsorship programme to a Covid world and measurement and evaluation

12:40: – 14:15    Lunch 

14:15     Carlsberg & Liverpool – Louise Bach, Head of Global Sponsorship Carlsberg Breweries

Carlsberg’s sponsorship of Liverpool is one of the longest running  partnerships in sports and probably one of the most successful. Louise will talk about how the partnership has evolved and transformed into a world of hybrid events, conversion to digital rights and experiential

14:50   The NN Running Sponsorship Story – Remco Barbier, CEO Golazo Nederland, & Richard Denton, Senior Lecturer, Johan Cruyff Institute

Since 2015, NN Group has been actively involved in various activities in running that are aimed at helping people achieve their sporting goals. NN is now the proud sponsor of dozens of running events in Europe and Japan, including the NN Marathon Rotterdam, the Naha Marathon in Japan and the Nationale-Nederlanden San Silvestre Vallecana in Madrid.

15:30 Break

16:00  Does Sponsorship Deliver?  The CEO’s View

Leading figures from Belgian industry share their experience of sponsorship and give a frank assessment of what sponsoring can do for brands.

• Dirk Coorevits, CEO Soudal
• Annick Vincenty, CEO Alken Maes
• Ignace Van Doorselaere, CEO Neuhaus.

16:45  SponsorLive: Key Takeaways

Andy Hancock and William Fenton review the highlights of the day and discuss what this means for sponsorship going forward.

17: 00 Belgian Sponsorship Awards.

The Belgian Sponsorship Awards were launched in 2014 to reward excellent work and showcase Belgian’s best sponsorship case studies. The best case each year is chosen as Best of Belgium and entered into the European Sponsorship Association’s Best of Europe Award held in London. So far Belgium has won two bronze medals for cases from ABInBev and ING.

18:00 Drinks, Zakouskis and music