The company from Liège Gaming1, who are already active in football and cycling, has just sealed a 3-year partnership with the Phoenix Brussels Basketball club, who from next season will become Circus Brussels Basketball.
The announcement came yesterday during the Brussels Basketball annual press conference which welcomed almost 200 people: Circus, the flagship brand of Gaming1, and entertainment branch of Ardent Group, becomes the main sponsor of the Brussels basketball club from next season.
Already active in cycling as the sponsor for the Wanty-Gobert team, and in football with their partnership with Standard de Liège and KAA Gent from next season, Circus also wants to feature basketball and offer a new decisive step to the famous Phoenix Brussels.
Thanks to this new 3-year partnership, Circus hopes to breathe new life into the club, notably thanks to the arrival of a new recruit: Kevin Tumba, the Belgian international pivot and reliable shot of our National team (Belgian Lions), is back in Belgium. After a disappointing 2020-2021 season and a complicated start to the 2021-2022 season, the club now named Circus Brussels Basketball is hoping to rise from the ashes and reach new heights.
The club from Brussels, which plays in the Belgian-Dutch first division (BNXT league), also hopes to shine in the years to come in one of the European competitions.
Emmanuel Mewissen, CEO of Ardent Group, spoke about the new partnership:
Our group has always thought it was important to contribute to the community and sporting life of our country. In recent years, we have experienced rapid growth internationally, 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 sports teams, work with them on new challenges and allow them to go to 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 3 seasons.
André Dekandelaer, President of Circus Brussels Basketball, said:
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.
