21487374_sBELGIUM: Daikin has signed a shirt sponsorship deal with leading Belgian football team Club Brugge (aka FC Bruges).

From next season Club Brugge, based just 30km from the Daikin Europe air conditioning factory in Ostend, will carry the Daikin logo on the players’ shirts at all home and away games. By coincidence, Club Brugge colours are blue and black, the same as the Daikin logo, but the similarity doesn’t end there; for different reasons Daikin might also subscribe to the Club Brugge motto “No sweat, no glory”.

Revealing that Daikin has had links with Club Brugge since 2013, Roderick Desiere, md of Daikin Belgium NV, said: “Club Brugge and Daikin have more in common than just the blue and black. We are both committed to be leaders at both national and European level. In addition, we also believe strongly in internal development through training, so that talent continues to develop.”

Arguably Belgium’s most successful team, Club Brugge have been Belgian champions 13 times, second only to major rival Anderlecht. In the past, the club has reached two European finals and two European semi-finals. It is the only Belgian club to have played in the final of the European Cup, losing to Liverpool in 1978. They also lost in the 1976 UEFA Cup Final to the same opponents. Club Brugge holds the record number of consecutive participations in the UEFA Cup (16), the record number of Belgian cups (11) and the record number of Belgian Supercups (13).