KBC and Proximus renew their collaboration with Flanders Classics
Proximus and KBC have been loyal partners of the Flanders Classics spring classics for many years. Both partners have now extended their commitment by another three years. As a result, Flanders Classics can count on their support for the further development of its men’s and women’s spring races up to and including 2028.
As an organiser, Flanders Classics is known for having innovation close to its heart. When it comes to partnerships, however, continuity is the key word. Flanders Classics has built a strong and lasting collaboration in recent years with both KBC and Proximus, and this collaboration can be considered one of the organisation’s foundations.
Tomas Van Den Spiegel, CEO of Flanders Classics: “With our partners, we deliberately focus on durable relationships of trust. We think in the long term and value partnerships in which the other party also wishes to look ahead strategically. The fact that as a company and organiser we can continue to innovate and take steps that benefit the sport is partly thanks to the enduring relationships we have built with both Proximus and KBC. We are extremely proud of this extension and of the fact that the trust is clearly mutual.”
Partnerships are about more than just visibility. This is confirmed by Patrick Kindt, General Manager of Communication at KBC: “KBC remains a dedicated partner of Flanders Classics because the DNA of our organisations matches perfectly: ambitious, driven and rooted deeply in Flanders. Innovation and progress have been part of who we are for many years - in the same way as this race pushes boundaries every edition and helps shape the future of cycling. So we are proud that together we are ensuring that the greatest cycling classics, with the Tour of Flanders as the absolute highlight, can continue in full swing on our Flemish roads for the next three years thanks to our support.”
The fact that as a company and organiser we can continue to innovate and take steps that benefit the sport is partly thanks to the enduring relationships we have built with both Proximus and KBC
It’s all about collaboration, says Jim Casteele, B2C & AI Lead at Proximus: “Cycling connects people across generations and regions and this fits perfectly with our mission. By investing in innovative applications in racing and in high-quality broadcast productions, we show the strength of our network, enhance the experience for fans and contribute to the further development of the sport in Belgium. The extension of our collaboration with Flanders Classics until 2028 is therefore a logical continuation of a sustainable strategic partnership.”
The collaboration translates not only into a presence along the course and on TV, but also into technological innovations that enhance the race experience. For example, just as it did last year, Proximus Fiber KOM (King of the Mountain) will be providing an additional sporting dimension on decisive climbs. Thanks to live time recording, the fastest climbs of Muur van Geraardsbergen (Omloop het Nieuwsblad), Kemmelberg (In Flanders Fields - From Middelkerke to Wevelgem) and Oude Kwaremont (Tour of Flanders) will be put in the spotlight.
