This Saturday, 29 June, the news was greeted with excitement at Sclessin stadium: Circus, the flagship brand of the Belgian Gaming1 group, and Standard de Liège, the city’s legendary football club, have officially extended their longstanding partnership for a further 3 seasons.
This announcement is a great source of pride for the Gaming1 group, which has been supporting Standard for 6 years and is now renewing its support for the club and its fans for a further 3 years. As Belgium’s leading gaming and entertainment group, Gaming1 strives to be a loyal and devoted partner committed to helping the club grow and hire new talent.
In accordance with ongoing changes to gaming sector regulations, the extension of this sponsoring partnership will mark the last chapter of a beautiful friendship between these two steadfast partners, and will therefore include a number of major adjustments. For six months, Standard fans will see the Circus logo in prime position on the team shirt, highlighting a strong and lasting alliance. After that, the logo will move to the back of the shirt, initially sized 75 cm² then reduced to 50 cm² from January 2025 in line with the new regulations.
Gaming1 CEO Emmanuel Mewissen reacted to the announcement:
“The renewal of our partnership with Standard de Liège is an emotional occasion for us at Circus. After 6 years of sport, partnering this great adventure for one last chapter fills us with pride mingled with a touch of nostalgia. We are extremely proud to have supported this legendary club, sharing its excitement with players and fans alike. This partnership serves as a rallying point for sports lovers, unifying us all around core values such as performance, team spirit and pleasure, values that are fundamental to us at Circus.”
A message from Pierre Locht, CEO of Standard de Liège:
“We are delighted to confirm the extension of our partnership with Circus for a further 3 seasons. Circus will also feature as the main sponsor on our shirts for the next six months. Their unflagging support and commitment to our club and community have been irreproachable. This partnership has been much more than a mere business arrangement; we are talking about a collaboration based on shared values of passion, solidarity and commitment to the development of sport. We can’t wait to see our players proudly sporting the Circus logo on their jerseys as from Saturday, 29 June.”
