Belgian club takes novel approach to shirt sponsorship
30 Jul 2012
Belgian Pro League club Beerschot AC has announced an innovative approach to its shirt sponsorship by announcing it will forgo a permanent partner in favour of selling its rights on a game-by-game basis.
The Antwerp club has stated it will charge a basic Eur25,000-50,000 per game for a company to display its brand on its shirt. High-profile games against top clubs like Anderlecht and Club Brugge will demand a higher price and Beerschot will also charge extra for optional additions such as exposure via LED signage.
Club chairman Patrick Vanoppen believes the strategy will generate higher revenues for the club as opposed to signing a permanent sponsor. “This is a unique concept,” said Vanoppen, according to newspaper Het Nieuwsblad. “Many teams from home and abroad will follow this example.”
Beerschot finished 11th in the 16-team Pro League last season.