BELGIUM Law and Practice Contributed by: Sven Demeulemeester, Willem-Alexander Devlies and Daan Buylaert, ATFiELD
Commercial Opportunities in Sports Data The growing role of data in Belgian sports cre - ates lucrative business opportunities across multiple sectors. Data licensing and sales Sports leagues can commercialise live game sta - tistics by selling data rights to media companies, fantasy sports providers and betting operators. For example, the Belgian Pro League licenses match data to third-party analytics firms. Smart stadium and digital fan experiences Advanced data collection in stadiums enables real-time crowd management, enhanced ticket - ing systems and personalised in-game expe - riences. For example, Belgian football clubs implement digital ticketing and fan engagement apps powered by real-time data analytics. Wearable technology and athlete performance tools Start-ups and sports tech companies develop wearable devices that collect biometric data, providing training insights for professional and amateur athletes. For example, Belgian cycling teams integrate power meter data with AI-driven performance analysis. Sponsorship and advertising innovation Companies utilise audience analytics to cre - ate more efficient and measurable sponsor - ships, boosting return on investment (ROI). For example, digital ad boards in stadiums adjust displayed content based on real-time audience demographics. 5.6 Data Protection Relevant Data Protection Laws in Belgium The following are the relevant data protection laws in Belgium.
increasingly leveraged by sports bodies, clubs, broadcasters and sponsors. The primary ways in which this data is used include the following. Athlete performance analysis Professional teams and federations collect and analyse player statistics to improve training, tactics and injury prevention. For example, Pro League football clubs use GPS tracking and biometric data to monitor player workload and optimise performance. Fan engagement and personalisation Sports organisations utilise spectator data to enhance fan experience through personalised content, targeted promotions and interactive digital services. For example, Belgian cycling events use fan app data to deliver tailored race- day experiences. The betting and gambling industry Betting operators rely on real-time sports data to set odds, detect match-fixing and engage users through predictive analytics. For exam - ple, partnerships between sports leagues and betting companies allow real-time game data integration. Broadcasting and media analytics Broadcasters use viewership data to optimise scheduling, tailor advertisements and develop more engaging sports content. For example, DAZN utilises viewership patterns to adjust live coverage and subscription offerings. Sponsorship and marketing strategies Brands use audience insights from spectator data to create targeted sponsorship campaigns, ensuring maximum exposure and engagement. For example, sportswear brands collaborate with Belgian football clubs using fan data to tai - lor merchandise promotions.
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