Roger Hampel
Photo Credit: Club Brugge
Lotus Bakeries’ Biscoff® will feature on the right sleeve of Club Brugge’s shirts for the remainder of the season. The partnership highlights a collaboration between two prominent Belgian names in football and business.
The Details of the Partnership Biscoff® Club Brugge
Starting from January 12, during the match against Anderlecht, Club Brugge will debut their updated shirts featuring Biscoff® as the sleeve sponsor. The agreement will run until the end of the season, after which the results will be assessed to determine the potential for future cooperation.
According to Stijn Vermoere, Commercial Director at Club Brugge, the partnership complements the club’s strategy to align with brands that balance global reach with local roots:"We’re completing our shirt with a significant partner while reinforcing ties to Belgium. This collaboration will be evaluated at the end of the season, shaping the next steps."
Lotus Bakeries’ involvement extends beyond mere sponsorship, with the company viewing this as a strategic step to engage with a younger audience and position Biscoff® in new ways.
A Strategic Collaboration
This partnership represents a practical move for both parties:
• For Club Brugge: The sponsorship adds to the club's portfolio of high-profile partnerships, increasing the team’s financial resources while showcasing collaboration with well-known brands.
• For Lotus Bakeries: The deal offers visibility for Biscoff® among football fans, particularly targeting younger demographics and enhancing its brand association with energy and ambition.
Jan Boone, CEO of Lotus Bakeries, stated that the collaboration between Biscoff® and Club Brugge is a meeting of two Belgian icons that share a commitment to excellence and innovation. Boone highlighted that this partnership is about much more than visibility:
"This partnership celebrates the synergy between two Belgian icons: Biscoff's unique taste and Club Brugge's ambition and performance both on and off the field," said Jan Boone.
He further explained that the agreement represents a strategic move to position Biscoff® in a fresh and youthful light across Belgium. By aligning with a dynamic and ambitious football team like Club Brugge, Lotus Bakeries aims to connect with a new generation of fans who value authenticity, passion, and unique experiences:
"It’s a step to reach a new generation that appreciates authenticity, passion, and unique experiences, just like Biscoff and its unique taste."
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