For the first time in its existence, Grant Thornton Belgium ventures into strategic sports sponsorship, in this case associating itself with RBHA, the Royal Belgian Hockey Association. This is a national sponsorship. Grant Thornton will also be a primary sponsor of certain diversity and inclusion initiatives. Finally, Grant Thornton also signed an agreement to sponsor the Belgian part of the World Cup in 2026.
In implementation of the strategic decision to work on Grant Thornton's brand awareness, the company conducted an exercise in which all departments were involved to ensure broad support. What did they want to achieve? What did they consider important? And above all: what would suit them in terms of image and values? They also looked for continuity in visibility, national coverage, and projects that fit in with their corporate social responsibility approach (CSR). Grant Thornton held talks with a number of social and sports organisations that emerged from this exercise. In the end, the biggest match was found with the RBHA.
“This is a strategically important project for us,” says Leslie Van den Branden, Managing Partner at Grant Thornton. 'In addition to brand awareness, this partnership also offers us many opportunities in the field of CSR. Diversity and inclusion is an important theme for us. In Belgium and also within the international network. The RBHA takes various initiatives when it comes to inclusion, including topics such as gender equality, LGBTQ, G-hockey, street hockey, hockey-to-school, etc. In addition, the important hockey values such as respect, cooperation and team spirit, fair play and top quality are also closely linked with our own core DNA. Grant Thornton also strongly believes in the power of these values and promotes them throughout all levels of the organisation. We are proud that we can associate our name to this.'
Serge Pilet, CEO of the RBHA, is also looking forward to this new partnership with Grant Thornton: “Our new partner indicates that they want to go further than just supporting the national teams. We are therefore very much looking forward to this new collaboration. Like many organisations, we are currently facing serious challenges regarding social issues such as diversity and inclusion. Major steps also need to be taken in the field of staff management, training of coaches and infrastructure. The arrival of Grant Thornton and their proven drive and know-how in previous areas will undoubtedly help us to push Belgian hockey to an even higher level.”
Grant Thornton’s logo will be featured on the jerseys and training outfits of the national teams: the Red Lions (the men’s national team), the Red Panthers (the women’s national team) and the Red Giants, the national para hockey team. The outfit of the national referees will also be matched to the brand colours of Grant Thornton as of 2025. The Grant Thornton logo will also be visible on the district jerseys.
“The way the RBHA looks at the future and what they want to focus on resonates with the way we do that,” says Frederik De Graeve, partner at Grant Thornton. 'Equal pay, for example, the equal compensation of men and women. And the ambition to bring more women to management level jobs. That is a challenge in both our worlds, but that is what we are both aiming for.'
©PHDPH.com
Press Release
Grant Thornton becomes main partner of the Belgian national hockey association and primary sponsor of diversity and inclusion initiatives
05 Jun 2024
Grant Thornton links its name to various Royal Belgian Hockey Association (RBHA) initiatives in the field of diversity and inclusion, and will also be event sponsor of the Belgian part of the FIH Hockey World Cup 2026
For the first time in its existence, Grant Thornton Belgium ventures into strategic sports sponsorship, in this case associating itself with RBHA, the Royal Belgian Hockey Association. This is a national sponsorship. Grant Thornton will also be a primary sponsor of certain diversity and inclusion initiatives. Finally, Grant Thornton also signed an agreement to sponsor the Belgian part of the World Cup in 2026.
In implementation of the strategic decision to work on Grant Thornton's brand awareness, the company conducted an exercise in which all departments were involved to ensure broad support. What did they want to achieve? What did they consider important? And above all: what would suit them in terms of image and values? They also looked for continuity in visibility, national coverage, and projects that fit in with their corporate social responsibility approach (CSR). Grant Thornton held talks with a number of social and sports organisations that emerged from this exercise. In the end, the biggest match was found with the RBHA.
“This is a strategically important project for us,” says Leslie Van den Branden, Managing Partner at Grant Thornton. 'In addition to brand awareness, this partnership also offers us many opportunities in the field of CSR. Diversity and inclusion is an important theme for us. In Belgium and also within the international network. The RBHA takes various initiatives when it comes to inclusion, including topics such as gender equality, LGBTQ, G-hockey, street hockey, hockey-to-school, etc. In addition, the important hockey values such as respect, cooperation and team spirit, fair play and top quality are also closely linked with our own core DNA. Grant Thornton also strongly believes in the power of these values and promotes them throughout all levels of the organisation. We are proud that we can associate our name to this.'
Serge Pilet, CEO of the RBHA, is also looking forward to this new partnership with Grant Thornton: “Our new partner indicates that they want to go further than just supporting the national teams. We are therefore very much looking forward to this new collaboration. Like many organisations, we are currently facing serious challenges regarding social issues such as diversity and inclusion. Major steps also need to be taken in the field of staff management, training of coaches and infrastructure. The arrival of Grant Thornton and their proven drive and know-how in previous areas will undoubtedly help us to push Belgian hockey to an even higher level.”
A main sponsor who focuses on the future in the same way
Grant Thornton’s logo will be featured on the jerseys and training outfits of the national teams: the Red Lions (the men’s national team), the Red Panthers (the women’s national team) and the Red Giants, the national para hockey team. The outfit of the national referees will also be matched to the brand colours of Grant Thornton as of 2025. The Grant Thornton logo will also be visible on the district jerseys.
“The way the RBHA looks at the future and what they want to focus on resonates with the way we do that,” says Frederik De Graeve, partner at Grant Thornton. 'Equal pay, for example, the equal compensation of men and women. And the ambition to bring more women to management level jobs. That is a challenge in both our worlds, but that is what we are both aiming for.'
©PHDPH.com
Experts / Authors
Leslie Van den Broeck
Managing Partner, Partner Tax & Legal
