Belgian Cup is now Croky Cup

Belgium’s main football competition, the annual Belgian Cup, will from next season go by the name Croky Cup, announced the Royal Belgian Football Association (RBFA). Croky, a Belgian brand of crisps, and the RBFA signed an agreement for the next three years.

The Belgian Cup, formerly known as the Cofidis Cup after the previous sponsor, will be referred to as the Croky Cup as from the new 2015-2016 season. With the new name also comes a new logo and a fresh marketing campaign starring national team goalkeeper Thibaut Courtois.

It is not the first time that the RBFA and Croky collaborate. The Belgian company was a partner of the RBFA from 1995 to 2001, and from 2013 a partner of the Belgian Red Devils national team.

“Football is in our genes," explains Jan Claes, Croky director at crisps producer Roger&Roger in Het Nieuwsblad. "It connects people. Think of the family atmosphere in the many football canteens in our country, the cosy and friendly act of watching football together. As a Belgian family company, we feel connected with the cup philosophy."