18-09-2025 00:54    Vincent

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Delhaize becomes partner of Hockey Belgium

This week, Delhaize announced its commitment as the official partner of Hockey Belgium.

For those who don’t know yet, Belgian hockey has experienced remarkable growth over the past decade, with the creation of 35 new clubs. Since 2008, the number of active members has increased by an average of 8% per year, reaching 60,000 today. Including families and friends, the hockey community now brings together nearly 200,000 people in Belgium. Even I recently joined the sport, following in the footsteps of my son who has been playing for several years.

As a company committed to health and sustainability, Delhaize aims to play an important role in the daily lives of families. Through this partnership, both organizations highlight their shared values, such as health and inclusivity, as underlined by Serge Pilet, CEO of Hockey Belgium, and Alexandros Boussis, SVP Commerce & Marketing atDelhaize.

I had the pleasure of meeting them both, and I invite you to listen to the latest episode of The Retail Influencer on the subject.

Episode available via the usual channels or here: https://20centretailfr.substack.com/p/delhaize-devient-partenaire-de-hockey  (Content in French).

Here’s a short excerpt:

Alexandros Boussis: “Delhaize believes in the power of sport and team spirit, as well as the importance of moments shared both around the table and during sports activities. Our Delhaize Lion is also a strong emotional symbol of this partnership! We are especially proud to see our Lion on the official jersey of our national team, and we hope it brings luck to our Red Lions & Panthers. With this partnership, Delhaize not only wants to strengthen its connection with the hockey community, but also contribute to a healthier and more active society by inspiring our customers.”

Serge Pilet: “We are delighted to welcome Delhaize back as a major partner of Belgian hockey. The fact that their quality and nutritious products benefit both international athletes and amateur players is a real added value. Delhaize is a strong, ambitious, and family-oriented brand. Our values are similar, and this forms the foundation of our partnership for the years to come.”