Baloise deepens investment in Belgian sports as new sponsor of KAA Gent

Insurance company Baloise will be the new main sponsor of KAA Gent, the football club confirmed on Monday. Baloise succeeds vdk bank, which will disappear from the blue and white jerseys after 35 years.

"Baloise has been a structural partner of KAA Gent for many years, providing support and a lot of inspiration in all areas," said AA Gent president Ivan De Witte. "That they are taking the step towards becoming the main sponsor is a very positive thing for KAA Gent."

This isn't the first time the Swiss insurance company has invested in Belgian sports. Baloise is the main sponsor of the Tour of Belgium cycling race (called the Baloise Belgium Tou), the 'Baloise Trek Lions cyclo-cross team and the Team Flanders Baloise cycling ProTour team.

The company is expanding beyond cycling in 2023. Besides the new football sponsorship, Baloise recently became the main sponsor of the Royal Belgian Federation of Gymnastics, the oldest sports federation in the country.



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