Not just a long-term naming rights deal, this agreement between KRC Genk and IT giant Cegeka will see the stadium leap ahead of domestic competition in terms of technology.
In recent days KRC Genk have confirmed the renaming of their stadium. Having been called Luminus Arena between 2016 and 2021, the ground will now be called Cegeka Arena. The new naming rights deal is the longest in the stadium’s history, expected to last no less than 10 years.
© Tom Cuppens (cc: by-nc-sa)
But it’s not just about promoting Cegeka’s brand. The IT company with some 6,500 employees and offices in over 20 cities also wants to showcase its possibilities in technological terms. The goal shared with KRC Genk is making Cegeka Arena the most advanced stadium in Belgium, the first truly 5G venue in the country.
As stressed by the football club in its official statement, in the future, this technology will bring great opportunities for KRC Genk in all areas of the club: sporting (real-time data of players) and organizational functioning (crowd flow and internet of things) and the experience for supporters and seat holders (digital experiences such as AR and VR).
Cegeka first became Genk’s sponsor in 2019. Despite the company’s global aspirations, it’s a nearby neighbour for KRCG, established in the next town over, Hasselt.