Circus teams up with KAA Gent


Flagship operator brand of the Liège-based company Gaming1, Circus, has signed a structural partnership contract with the Belgian Pro League football club, KAA Gent.

This partnership strengthens Circus’s foothold in Belgian football by supporting a top Flemish team. It also emphasises the company’s sport and entertainment expertise, and its commitment to responsible gaming, something that is important now more than ever.

For KAA Gent, it represents an opportunity for the club to elevate its brand. The Circus casino and sportsbook brand, well-established in Belgium, hopes to accompany the club in their international success in the coming seasons.

Emmanuel Mewissen, CEO of Circus parent Ardent Group, says: “We are very happy with this new partnership. Ardent is a group that continues to grow and expand internationally. Our flagship brand Circus is now present in Belgium, France, Switzerland and the Netherlands. But we have always been keen to keep our Belgian roots, particularly by supporting our local sports teams.

“As citizens of Liège, we have sponsored Standard for many years now. But we were keen to cross the borders of Wallonia to support a big Flemish team. KAA Gent is a club with a lot of potential, and we are looking forward to accompanying them on their next big events on the Belgian turf.”

KAA Gent Commercial Manager, Tyas Kastelijn adds: “We are always looking for structural partnerships and with Circus we have found the ideal match. We will provide them with the best possible orientation in the heart of Flanders plus we add an international character due to our European adventures.”