My Mission
With The Sponsorship Lab, our my mission is to make sponsorship simpler, smarter, and more effective. We help brands, rights holders, and teams cut through the noise, understand what truly matters, and build partnerships that actually work. Through honest conversations, hands-on learning, and a mix of creativity and strategic insight, we give people the clarity and confidence to make better decisions.
We envision a world where sponsorship is seen not just as deals or logos, but as meaningful connections that bring value to people, brands, and communities. A world where partnerships are thoughtful, creative, and built to last.
My story
Filip Waegemans
Sponsoring Epxertise
My career in sponsorship spans more than 20 years. I began at Proximus, working on festivals, film, and cultural partnerships — the places where brands and people naturally come together.
When I left Proximus, I founded SKAUT with one clear purpose: to help brands and events connect more meaningfully. And it worked. SKAUT grew into a national and international player in sponsorship sales, building bridges between partners and creating real impact.
As the industry evolved, I made it a point to stay close to the work that pushes it forward. I became a judge at Sponsorlive and the ESA Awards, celebrating excellence and learning from some of the most inspiring cases in the field.
Today, I serve as Chair of the Sponsorlive Jury and Advisor to the Board of the ESA — roles that give me a unique view into the creativity, courage, and innovation happening across Europe.
I also share my expertise as a guest lecturer in the Master in Event Management at IHECS, and as a speaker and trainer for companies and organisations seeking to elevate their sponsorship capabilities.
Recently, I founded the Belgian Sponsorship Association, a platform created to unite the industry, strengthen standards, and support the next generation of sponsorship professionals.
This journey is also what inspired the creation of The Sponsorship Lab: a place to share insights, elevate the craft, and help people and teams grow into confident, strategic sponsorship thinkers.
unlock the true potential of sponsorship!
I wish you an awesome day!
Filip