Sportpaleis becomes AFAS Dome: Antwerp music temple gets new name and high -tech VIP space (Antwerp)
At the beginning of October 2024, the Sportpaleis announced that it would change its name. « With the Oosterweelwerken in our neighborhood, the time is there to tackle the Sportpaleis thoroughly, » said Jan van Esbroeck, CEO of Be.AT (formerly Sportpaleis Group) then. « Because of that traffic interval, the chance to shift the main entrance of the Sportpaleis to the rear in 2033 in 2033. There will soon be a park with a view of the city. In the current VIP building, the entrance foyer will be installed. »
The interventions that the Sportpaleis has in mind require an investment of between 45 and 50 million euros. « We do not want to pass on those costs to our customers/organizers by, for example, raising the rent. Ticket prices would rise. To attract extra resources, we want to market the name of our building. »
That’s how AFAS Software came into view. The deal with that software company from Kontich would partly recover the costs associated with a considerable renovation. « Every name that contains ‘AFAS’ has a chance, » said Machiel den Dekker, CEO of AFAS Software, when the call for a new name was launched. « But ‘AFAS Sportpaleis’ it is not going to be. We want a resolute break with the past. If we go back to a ‘palace’ variant, the building is popularly called ‘Sportpaleis’. The current name still refers to the cycling track of the past, but much more is being organized in the building than just sports competitions. »
The fact that an institute like the Sportpaleis would change its name, aroused resentment last fall. A petition was started under the motto ‘Sportpaleis must remain’ a petition. But in the meantime the bullet through the church is: from 1 September the Sportpaleis will be the AFAS Dome.
Machiel den Dekker from AFAS Software and Jan van Esbroeck van Be • at. – © Joris Herregods
« The new name underlines our pride as the leading event location in the country, » says Van Esbroeck. « Thanks to the partnership, the room gets a new breath. Innovative technologies and improved facilities will further strengthen the concert and event experience. In addition, there will also be an AFAS VIP space. »
‘Dome’ is an internationally recognizable term that is easy to pronounce and has been used for large, iconic arenas and stadiums for decades
Machiel Den Dekker
CEO AFAS Software Belgium
« At AFAS Software we believe in innovation and experience, » adds Machiel den Dekker, CEO of AFAS Software in Belgium. « Through our contribution to a future in which technology and entertainment go hand in hand, we want to take this iconic location to an even higher level. »
The call for a new name was 4,000 suggestions. “Strikingly enough, the word ‘Dome’ popped up hundreds of times in different variants. This name not only resonates with the fans, but also fits perfectly with the grandeur and greatness of the room. ‘Dome’ is an internationally recognizable term that is easy to pronounce and has been used for large, iconic arenas and stadiums in Amsterdam for decades. Think of Tokyo’s Domes. in New Orleans. ”
When it became known that AFAS would become software name sponsor of the Sportpaleis, it was also indicated that a similar deal that the company had with KV Mechelen would end after the season. For ten years, the stadium of the football club bore the name AFAS Stadium.
