Circus strikes sponsorship agreement with Brussels Basketball

Circus, the flagship brand of GAMING1, and entertainment branch of Ardent Group, has become the main sponsor of the Brussels Basketball club.

Already active in cycling as the sponsor for the Wanty-Gobert team, and in football with its partnership with Standard de Liège and KAA Gent from this season, Circus has its eyes firmly set on enhancing in basketball and offer a new decisive step to the famous Phoenix Brussels.

Thanks to the new three-year partnership, Circus hopes to breathe new life into the club, notably thanks to the arrival of Belgian international, Kevin Tumba.

Under the agreement, the club will now be named Circus Brussels Basketball, kick-starting a new era for a club which aims to reach new heights for the upcoming season. The Brussels-based club also hopes to shine in years to come with its eyes firmly set on finding success in one of the European competitions.

Commenting on the new partnership, Emmanuel Mewissen, CEO of Ardent Group said: “Our group has always thought it was important to contribute to the community and sporting life in Belgium. In recent years, we have experienced rapid international growth, but our main mission is still to preserve the local roots that are very important in the group’s eyes.

After Standard, KAA Gent and Wanty-Gobert, this partnership is another chance to show our support to Belgian-based teams – working with them on new challenges and allow them to reach the next level. This is all the more important for a discipline like basketball where this kind of support is a real level for growth. We are excited to follow the achievements of Circus Brussels Basketball during the next three seasons.”

André Dekandelaer, President of Circus Brussels Basketball, added: “The arrival of such an important sponsor allows us to set more ambitious sporting objectives, resulting in the arrival of players with experience both nationally and internationally. 

In parallel, a new development strategy for training and supporting young people can be put in place. I thank Circus and Mr. Mewissen on behalf of the entire basketball community in our region for their confidence in us.”