Belgium, a high achiever in the sports economy

Belgian companies have a great deal of expertise in sports and entertainment technology. This is why our FPS is supporting them in gaining a share of the opportunities by organising sporting events such as the Olympics and the FIFA World Cup.

For many of us, major sporting events are always something to look forward to, which is why we are impatiently counting down the days to the World Cup that will take place this summer in the USA, Canada and Mexico. And in 2028, the Olympic and Paralympic Games will follow in Los Angeles, USA.

The full range

Organising such mass events obviously involves a great deal of effort. Stadiums are built, the turf – or the athletics track, the tennis court, etc. – must be in peak condition, the stadiums must be superbly lit, the viewers at home must be able to follow the games as if they were there, and even being right up close to the action, and so on.

Given the scale of international sporting events, host countries do not always have all the necessary capabilities in-house. To assist, they call on companies from all over the world in the form of partnerships and subcontracts. Now Belgium has masses of know-how in sports and entertainment technology. And that covers the full range: from construction and logistics, through audiovisual media and innovative fan experience with virtual reality, to artificial intelligence and smart ticketing (see box).

2% of global GDP

Therefore, it is of great importance for our economy to enjoy more than just getting a piece of the pie from the organisation of those sporting events. Consider that sport accounts for as much as 2% of global GDP – accounting for nearly 1,200 billion euros – and it keeps growing.

The regional trade agencies – FIT, AWEX and hub.brussels – and the sector federation Agoria Sports & Entertainment are supporting our Belgian companies in this effort. But did you know that our FPS also invariably does its best to position Belgian companies competitively on the global market?

The World Cup

Already in 2025 we have been busy in the bidding for future World Cups. With an eye on the 2030 and 2034 World Cups, the FPS committed to support Belgian participation in 3 World Football Summits: in Rabat, Madrid and Riyadh.

In these three cities, Agoria set up a Belgian tent with the support of the FPS Foreign Affairs, where around a dozen Belgian companies were able to showcase their expertise. Working together with the regional trade agencies, B2B (business-to-business) and B2G (business to government) contacts were established with local organisers, football associations, clubs, companies, and public authorities.

Together, we succeeded in convincingly marketing the Belgian companies and monetising concrete business opportunities.

The Olympic Games

Sports were also on the programme during the Prince's economic mission to California last year. Our consulate general in Los Angeles then organised events for Belgian companies together with the regions, Agoria and the Belgian Olympic & Interfederal Committee in the presence of the local Olympic Committee and Los Angeles County representatives. This allowed our companies to directly offer their expertise for the 2028 Olympic and Paralympic Games.

And then the economic mission to Norway in 2024 highlighted Belgium's leadership position in equestrian sports, when the Norwegian rider Emma Tallulah Behn – a granddaughter of King Harald V and Queen Sonja – rode a quality Belgian horse during a jumping demonstration in the presence of Princess Astrid and the official delegation.

In short, our Economic Interests Directorate – together with our embassies – keeps a close eye on all opportunities of the sports economy abroad, providing support where needed. And although there is more to be gleaned from mass events of global or regional scope, smaller, national sporting events are not to be discounted either. Therefore, we encourage our embassies to also take advantage of smaller tournaments to create commercial opportunities.

Gender equality and cultural diversity

Besides the economic aspects, we also consider sports as a diplomatic tool. The participation and victories of Belgian athletes in international sporting events also contribute to Belgium's image abroad.

What is more, sport provides an opportunity to demonstrate our values. It is a valuable tool for boosting the autonomy of young people and promoting essential principles such as good governance, democracy, the rule of law and human rights. For example, we can promote gender equality through women's football.

In Rabat, our embassy raised the profile of Play4Peace during the World Football Summit. This Brussels-based NGO uses sport to help disadvantaged young people in their personal development. Play4Peace plans to set up similar social integration projects in Morocco.

Economic diplomacy is one of Foreign Minister Maxime Prévot's top priorities and sport plays an important role in this. At the same time, through sports, we contribute to the image of Belgium, forge diplomatic ties and make a subtle plea for an inclusive society.