Ladies First: Super League 2024 2025 PlayOffs Club YLA Brugge Anderlecht

20e journee

21 mars 2025

FR (Belgique)

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The club is the women’s team of Club Brugge, led by the chief executive Guillian Preud’homme, with its own unique brand created in cooperation with the Dutch company Studio Dumbar in order to attract new supporters, boasting its own merchandise range with different colours to the men. “Club Brugge had an amateur women’s team for 20 years,” Preud’homme says. “Five years ago, we made the decision to create a brand and the name was attributed to Yvonne Lahouse, one of the fiercest supporters of the men’s team. She would be on the Kop, in among all the dangerous supporters. “We dedicated it to her because it’s been tough for women to make a stand for themselves in the sport, it’s a way of motivating our young players, you can achieve great things by sacrifice and hanging in there.” Preud’homme and the board consulted not just fans on the rebrand but players too, ensuring everyone was 100% behind their long-term goals. They have created what he describes as an “attractive, young, modern” brand, with their own clothing range – in black and white colours – to create their own revenue streams.

Last year the team moved to a fully professional setup and they have their own training base. “The second part of all this is we want to be there for the community and include a lot of diversifications and focus on female entrepreneurship,” Preud’homme says. “We organise conferences with brands and companies led by women or brands focused on females. Our main sponsor is Pepsi, where the CEO is a woman. Our back sponsor is Nakd, the CEO is a woman. Our sleeve sponsor is ThinkPink, the CEO is a woman. They are a voluntary organisation which highlights the risk of breast cancer. We are extremely proud of what our shirt looks like.” Preud’homme arrived at the club three years ago and has been one of the leaders of the move from semi-professional to professional. He suggests it is unique to have a separate women’s brand within a major club such as Club Brugge.