Belgium: Jupiler (beers) extends Pro League naming rights beyond 2024-25

Belgian brewer Jupiler (AB InBev group) has extended its agreement with the Pro League and will retain the rights to the Belgian men's top flight beyond the 2024-25 season, announced the governing body on 24/07/2025. The competition will keep the name "Jupiler Pro League".

The brewery group became the the Pro League's first title sponsor in 1993. The league was called the "Jupiler League", before taking the name "Jupiler Pro League" in 2008. "Figures from a recent fan survey confirm the strength of this partnership. Three out of four fans of Pro League clubs spontaneously think of Jupiler when they talk about football. Jupiler is also by far Belgium's favourite beer brand," explained the League. In particular, the two parties have been working on the introduction of reusable cups in all Pro League stadiums.

As part of the extended agreement, Jupiler will be offering an alcohol-free beer at all stadiums in the Belgian league, in addition to its range of classic beers. Several activations have also been planned for the start of the 2025-26 season to celebrate the renewal of the…