Beat, the operator of Sportpaleis, Lotto Arena, and Forest National, has announced a long-term partnership with Dutch software company AFAS.
Under this collaboration, the name Sportpaleis will eventually be changed. The new name will include AFAS, but the public will decide which word will accompany it.
“For the first time in history, we are partnering with a ‘naming rights partner’ to realise our future vision,” Beat stated. “Alongside implementing our development plan, we will also create a new name for Sportpaleis.”
Given that Sportpaleis is an iconic name in Belgium and beyond, Beat and AFAS Software are inviting the public to share name suggestions via the Sportpaleis website. The new name will be announced in early 2025.
Other changes are also planned. The backstage areas and VIP rooms will be renovated, a green zone and a parking tower will be added, and the main entrance will be relocated to face the green zone.
Sportpaleis, built in 1933, aims to complete all these renovations by 2033, its centenary year. The first phase of construction will begin in the summer of 2025.
"Because this venue is such an important part of our culture, we want to involve all of Belgium and beyond in choosing the new name," said Machiel den Dekker of AFAS. "All suggestions and creative ideas are welcome via the Sportpaleis website." More details about the name announcement will be shared at a later stage.
