Post by Sunweb Group

𝗪𝗲 𝗷𝘂𝘀𝘁 𝘄𝗼𝗻 𝗮𝗻 𝗮𝘄𝗮𝗿𝗱. 𝗕𝘂𝘁 𝗵𝗼𝗻𝗲𝘀𝘁𝗹𝘆, 𝘁𝗵𝗮𝘁'𝘀 𝗻𝗼𝘁 𝗲𝘃𝗲𝗻 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝗽𝗮𝗿𝘁. Together with RSC Anderlecht, we received the award for 3rd Best Sponsorship in Belgium 2025 at Sponsorlive. A great recognition, but what matters more is the thinking behind it. Because let’s be honest. Sponsorships often follow a familiar pattern: a logo on a shirt, a significant investment, and limited clarity on what it actually delivers. We chose a different approach. Football fans are not just an audience, they are a community. Highly engaged, present every day, and deeply connected to their club. That level of attention is rare, and we saw an opportunity to build something meaningful with it. So instead of focusing on visibility alone, we built a year-round platform together with Anderlecht. Tour du Monde brought football and travel together, turning fan engagement into direct, valuable connections. Not based on assumptions, but on real interaction and voluntary participation. What started as one idea evolved into a scalable approach, reused across multiple moments throughout the season. Not a one-off campaign, but a format. And that is why this award means something to us. It reflects a shift from sponsorships as awareness drivers to partnerships that create tangible impact. We are expanding this model beyond Belgium and beyond football, with collaborations including partners such as Tomorrowland. Our thanks go to RSC Anderlecht for embracing this new way of thinking and sharing our vision of rights holders as media channels. A special shout out as well to Wehave | Sponsorship Operations. On Autopilot. for delivering the technology and tools that enable effective sponsorship measurement.