BELGIUM Law and Practice Contributed by: Sven Demeulemeester, Willem-Alexander Devlies and Daan Buylaert, ATFiELD
8. Women’s Sport 8.1 Women’s Sport Overview
10. NFTs, AI and the Metaverse 10.1 Non-Fungible Tokens (NFTs) NFTs are increasingly used by Belgian sports organisations for digital collectibles, fan engage - ment and ticketing solutions. Clubs and athletes have launched NFT-based merchandise and exclusive content, though legal uncertainties remain regarding consumer rights and intellec - tual property protection. 10.2 AI Artificial intelligence is used in Belgian sports for performance analysis, injury prevention and fan engagement. AI-driven scouting systems are widely adopted in football to assess player potential. However, regulatory concerns exist regarding data privacy and algorithmic bias. 10.3 The Metaverse Belgian sports organisations are exploring metaverse applications, such as virtual fan experiences and digital stadiums. While still in the early stages, these developments present opportunities for enhanced engagement and revenue generation, though legal and regulatory challenges remain. Belgium’s sports industry continues to evolve with new technologies and legal frameworks shaping the future of competi - tion, governance and commercial opportunities.
Women’s sports in Belgium have grown sig - nificantly in recent years, particularly in foot - ball, cycling and athletics. Increased sponsor - ship deals, media coverage and investment in professional leagues have contributed to this growth. For example, the Belgian Women’s Super League has attracted increased fund - ing, and the Belgian women’s national football team has seen rising attendance and viewership figures. Organisations such as FIFA’s Women’s Football Strategy and local federations support the development of women’s sports through tar - geted programmes and initiatives. Esports has become a rapidly growing indus - try in Belgium, with dedicated leagues, tour - naments and teams emerging across various gaming titles. The Belgian Esports Federation (BESF) governs the sector, promoting regulation, integrity and professionalisation. Recent trends include increased investment from traditional sports organisations into esports teams, and partnerships between esports entities and Bel - gian football clubs. Notable deals include spon - sorship agreements between esports teams and major Belgian brands. 9. Esports 9.1 Esports Overview
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