Delhaize Re-Engages with Belgian Hockey as Official Partner, Backing Sport’s Rapid Growth
Delhaize is strengthening its commitment to Belgian sports, announcing a new partnership with Hockey Belgium as an official sponsor. The move coincides with a period of significant expansion for hockey in Belgium, and strategically positions the brand ahead of the 2026 World Cup jointly hosted by Belgium and the Netherlands.
The supermarket chain will see its logo featured on the jerseys of both the Red Lions (men’s national team) and Red Panthers (women’s national team), aligning its brand with a sport that emphasizes family values and a healthy lifestyle. This partnership builds on a recent surge in hockey’s popularity, with participation numbers nearly tripling over the last fifteen years – from 21,000 in 2008 to over 60,000 registered players across nearly 110 clubs by the end of 2024. This translates to a hockey community encompassing almost 200,000 individuals, including families and supporters.
The growth is directly linked to the success of the national teams. The Red Lions have achieved major victories, including the 2018 World Cup, the 2019 European Championship, and the gold medal at the 2021 Tokyo Olympics. The Red Panthers have also seen success, securing silver medals at the 2017 and 2023 European Championships.
delhaize joins a growing list of strategic sponsors investing in Belgian hockey. Belfius has extended its partnership through the 2028 Los Angeles Olympics, and Carlsberg sponsors the national hockey league, promoting a healthier, alcohol-free lifestyle. Delhaize’s involvement adds a crucial family and nutritional dimension to the sport’s ecosystem.
This sponsorship is notably important given the relatively modest budget of the Belgian Royal Hockey Association – approximately 15 million euros – compared to other national sports federations like football. This lower budget is partly due to limited revenue from television rights.
Looking ahead, the 2026 World Cup presents a significant opportunity. A new 10,000-seat regional stadium is currently under construction in Wavre to host the event. Delhaize views this as an ideal platform to associate its brand with a sport that embodies cohesion, ambition, and respect. despite recent retirements from key players within the Red Lions’ “Golden Generation,” including John-John Dohmen and Thomas Briels, requiring the team to evolve, Delhaize remains committed.The company plans a series of initiatives this year, including Fan Days, a presence at the Wonderfood Adventure event in Brussels Expo in November, and localized support for hockey clubs affiliated with its stores.
