Belgium: Croky (crisps) becomes title sponsor of the national cup until 2018-19

The Belgian crisps brand Croky, already a sponsor of the URBSFA, has become the title sponsor of the Coupe de Belgique (Belgian Cup), which will now be called "Croky Cup" until 2018-19, announced the Belgian Federation on 24/06/2015. Croky was a partner of the federation from 1995 to 2001 and then again from 2013.

Croky, which currently belongs to the Belgian group Roger & Roger SA and had previously been the property of the British company United Biscuits, will replace the French credit company Cofidis. The latter held the naming rights of the Belgian Cup from 2008-09 for an estimated €300,000 a year. Croky will receive visibility on LED advertising boards in stadiums where the cup matches are being played.

• "The new logo consists of three important elements. We used the original Croky logo as a starting point, but gave it a more adult and more sporting image by adding the trophy and the word 'Cup' at the front. As a Belgian brand, we also felt that the presence of our three national colours was equally important," said Jan Claes, the CEO of Croky, on 24/06/2015.