Belgium: Alain Afflelou (eyewear) becomes a partner of the Federation through the 2018 World Cup

The French eyewear brand Alain Afflelou has become a partner of the the Royal Belgian Football Association on 17/03/2017. The partnership runs through the 2018 World Cup. The deal was negotiated by the Lagardère Sports agency.

As part of this partnership, Alain Afflelou gets visibility into on the advertising boards during games of the Belgian national team. The optician brand will also create a pair of sunglasses in the colours of Belgium for the players and the technical staff. These specialty glasses and other merchandise will be offered to fans via contests on social networks.

"The Red Devils (nickname of the Belgian national team) are the pride of all Belgians. They are a valued and admired dynamic by football fans around the world. This partnership is a wonderful springboard to enhance the development of our network of opticians throughout Belgium," explained Frédéric Poux, CEO of the Afflelou group, on 17/03/2017.

• The Royal Belgian Football Association posted €4.5m in sponsorship revenue in 2013-14, with a total turnover of €61.1m.
• The Royal Belgian Football Association…