A natural alliance between tradition, conviviality and sporting passion.
We are proud to announce a new flagship partnership for one of our leading brands. Brasserie de l’Abbaye du Val-Dieu officially becomes Spirou Basket’s naming partner, sealing the meeting of two Belgian institutions deeply rooted in their region and driven by shared values: tradition, conviviality and a spirit of togetherness.
Le Dôme, a place to live and share
Over the years, Le Dôme has established itself as far more than a basketball arena. A true Walloon hub of life, it hosts sporting, cultural and business events, bringing together a wide audience around powerful emotions and shared moments.
This dimension naturally echoes the philosophy of Brasserie de l’Abbaye du Val-Dieu, for whom beer is above all a vehicle for conviviality. In this spirit, Le Dôme becomes an ideal platform for a brand that places human connection at the heart of its DNA.
An ideal setting for beers with character
With its premium areas, private boxes, its restaurant Le Mordu and its eclectic audience, Le Dôme offers a privileged setting to showcase specialty beers.
As part of this partnership:
- Val-Dieu Blonde will be available on tap throughout Le Dôme;
- Val-Dieu Triple, Hop, Christmas and Blonde will be available on tap in the VIP areas, served in the brand’s iconic galopins.
A choice fully consistent with the venue’s history, which has always highlighted beers with character and the tasting experience.
A partnership supporting development in Wallonia
For Brasserie de l’Abbaye du Val-Dieu, this partnership marks a key milestone in its development. It reflects a clear ambition: to strengthen the brand’s visibility in Wallonia, in Belgium and beyond, while remaining true to its roots and identity.
Through this collaboration, we reaffirm our strategy of developing strong brands that can shine while preserving their authenticity.
Two iconic traditions brought together
This alliance creates a symbolic bridge between two iconic worlds:
- on the one hand, Brasserie de l’Abbaye du Val-Dieu, one of the last abbey beers still brewed within a real abbey;
- on the other, Spirou Basket, a legendary Belgian basketball club, renowned for its honours list, its history and its major role in player development.
Beyond sport and beer, this partnership embodies a genuine Walloon project, bringing together an iconic Liège-based brewery and a leading club from the Province of Hainaut around a shared ambition.
A sporting, human and inclusive project
Spirou Basket is not limited to its professional team. It is a comprehensive project, deeply human and societal, based in particular on:
- an academy of 650 young people,
- the Laurenty Academy, recognised among the best in Belgium,
- a women’s section with five teams, including one in Division 1,
- inclusive initiatives such as Spirou Baskin and Spirou Handi, promoting access to sport.
These are values that strongly resonate with those of Brasserie de l’Abbaye du Val-Dieu and our Group.
An atmosphere that reflects Val-Dieu
At Le Dôme, the atmosphere is popular, warm and authentic. People sing, feel the excitement, and share the moment. This is precisely the kind of experience Brasserie de l’Abbaye du Val-Dieu wishes to support: genuine moments, lived together, around a beer with character.
A visual identity to seal the union
To symbolise this collaboration, an exclusive visual identity has been created.
This hybrid logo combines the iconic codes of Spirou Basket and Brasserie de l’Abbaye du Val-Dieu. It now becomes the club’s official logo, worn proudly by the players and embodying a shared project focused on the future.
