Rotterdam, 2 October 2024 - Sunweb is excited to announce its new partnership with RSC Anderlecht, Belgium's most prestigious and successful football club. As part of this collaboration, Sunweb will become the official Main sponsor for RSC Anderlecht in the coming three seasons. This partnership brings together two brands that share a passion for creating unforgettable experiences.
The new partnership will be kicked off in style on Anderlecht’s first European away game in the UEFA Europa League against Real Sociedad on October 3, 2024. Sunweb will feature on the shirt during all European away games this year. As from January 2025, Sunweb will officially become the front of shirt partner on all shirts.
At Sunweb, we believe in the importance of taking time to rewind, unwind, and break free from routine. Our purpose is to help people recharge and create lifelong memories through our holidays. This spirit of relaxation, escaping the daily life, and memory-making aligns perfectly with what RSC Anderlecht offers its fans each week: unforgettable moments on the pitch that inspire and bring joy to millions.
A Legacy of Excellence in the Most Popular Sport in the World
RSC Anderlecht boasts a remarkable history, having won 34 championship titles, making them one of few clubs in Europe to proudly wear three stars on the shirt. Sunweb feels honoured to be associated with this legacy, becoming part of their unique Front of Shirt sponsorship tradition. In more than 40 years, only three main brands have graced the front of the Anderlecht shirt, showcasing the strength and value of these long-lasting elite partnerships. The prestige of RSC Anderlecht is widely spread across Belgium and other European countries. Meaning Sunweb is creating an international stage for more brand visibility with this partnership.
Creating Memories Together
Both Sunweb and RSC Anderlecht strive to be more than just brands—they are about creating memories that last a lifetime. Whether it’s a family holiday or a thrilling night of European football, the memories we help create bring joy, excitement, and connection. Together, Sunweb and Anderlecht are #CreatingMemories that will resonate with fans and customers alike.
As part of this sponsorship agreement, both parties commit to developing innovative concepts focused on digital activation, driving Sunweb’s e-commerce efforts. Sunweb’s marketing strategy is mainly focused on digital channels, but it feels good to see a real life expression of it on the field.
Tim Van den Bergh, CCO of Sunweb Group:
"We are incredibly proud to partner with RSC Anderlecht, a club with such a prestigious history and passionate fanbase," said Tim Van den Bergh, Chief Commercial Officer at Sunweb Group. "At Sunweb, we believe in creating unforgettable moments for our customers, and this is what Anderlecht delivers to its fans every week. By becoming their Front of Shirt sponsor, we’re excited to build a strong partnership focused on shared values and creating lasting memories both on and off the pitch. This also means Sunweb is again investing in sports marketing after the proven success with our “Team Sunweb” world tour cycling team in the past."
Kenneth Bornauw, CEO Non-Sports RSC Anderlecht:
"I am thrilled to announce our partnership with Sunweb. As one of Europe’s leading travel brands, Sunweb perfectly embodies the excitement and passion that football represents. Both of our brands are dedicated to creating positive experiences and unforgettable moments. Sunweb’s expertise as a digital holiday leader, with their unique content platform and solid online business model, aligns seamlessly with our club’s digital growth. We’re looking forward to collaborating and learning from each other."
