The largest indoor concert hall in Belgium, known as the Sportpaleis, is set to undergo a significant transformation as it adopts a new name, the AFAS Dome, starting on September 1, 2025. This change comes as part of a broader renovation project aimed at modernizing the venue, which has been a staple of the Belgian entertainment scene for decades.
The announcement of the new name was made on April 2, 2025, marking a moment of excitement and anticipation for fans and concert-goers alike. The decision to rebrand the venue stems from a partnership with AFAS Software, a Dutch company that will serve as the name sponsor for a decade, contributing to the financial backing necessary for extensive renovations.
Jan Van Esbroeck, CEO of be.at, the company managing the Sportpaleis, explained that the renovations are crucial as the venue approaches its centenary in 2033. "With the Oosterweel works in our vicinity, the time has come for a thorough renovation of the Sportpaleis," Van Esbroeck said. The renovations will include moving the main entrance to the back of the building, where a new park will be developed as part of the Oosterweel project, enhancing the overall experience for visitors.
The financial investment for these renovations is estimated to be between 45 and 50 million euros. To avoid passing these costs onto customers through increased ticket prices, the venue sought a name sponsor to help cover the expenses. AFAS Software emerged as a suitable partner, allowing the venue to maintain its commitment to affordability for event organizers and attendees.
The public also played a significant role in the renaming process. The Sportpaleis invited fans to submit suggestions for the new name, receiving an impressive total of 4,000 entries. The word "Dome" appeared in various forms hundreds of times among the submissions, indicating a strong preference for this term. "The name AFAS Dome reflects our ambition and underscores our pride as the leading event location in the country," Van Esbroeck stated.
Machiel den Dekker, CEO of AFAS Software in Belgium, expressed enthusiasm for the partnership, stating, "At AFAS Software, we believe in innovation and experience. By contributing to a future where technology and entertainment go hand in hand, we aim to elevate this iconic venue to an even higher level." Den Dekker emphasized that the term "Dome" is internationally recognized and has been associated with prominent arenas and stadiums for decades, such as the Tokyo Dome and the Ziggo Dome in Amsterdam.
The name change has not been without controversy. Some fans expressed their discontent, launching a petition under the motto "Sportpaleis must remain Sportpaleis." Despite the pushback, the management is confident that the new name will resonate with audiences and enhance the venue's identity.
As the AFAS Dome prepares for its grand reopening, the renovations are expected to include innovative technologies and improved facilities, further enriching the concert and event experience for attendees. The venue's new VIP area, named after AFAS, will provide exclusive amenities for guests, making it a premier destination for major events.
The AFAS Dome will not only honor the rich history of the Sportpaleis but also embrace a modern future that aligns with the evolving landscape of entertainment. This rebranding effort is seen as a pivotal step in ensuring the venue remains a top choice for artists and audiences alike.
In summary, the transition from the Sportpaleis to the AFAS Dome marks a significant milestone in the venue's history. With the support of AFAS Software and the input of the public, the AFAS Dome is poised to redefine the concert-going experience in Belgium while celebrating its legacy as a cultural landmark.
