Commercial Partnerships & Sponsorships
Identifying, structuring and developing partnerships between brands and sports organisations that create genuine value for both sides.
Belgium — Independent agency
Connecting the right people. Creating commercial opportunities. LM SPORTS brings together brands, sports organisations, athletes, events and businesses to build partnerships that last.
Discuss a partnershipWhat we do
Building value where sport and business meet.
Business Development
Opening doors and building relationships that lead to new commercial opportunities within and around the sports industry.
Sports & Hospitality
Curated hospitality and matchday experiences that bring partners, clients and decision-makers together in the right setting.
Brand & Event Activations
Translating partnerships into visible, meaningful activations at events, venues and beyond.
Partnerships are built on relationships, not transactions.
Also part of the work
Property & real estate
A sports career opens doors well beyond the pitch — and often leads to property. LM SPORTS helps international players and the businesses around them identify interesting real estate opportunities and follow them through to a good deal, quietly and personally, with the right people brought in at the right moment.
Tell us what you're looking for
About
A personal approach, shaped on and off the pitch.
LM SPORTS was founded by Lennart Mertens, whose background spans professional football and entrepreneurship. That combination brings an understanding of how sports organisations work from the inside, and of what businesses need to see real commercial value.
The agency works independently and personally: every conversation starts with understanding the people, ambitions and context involved — and then connecting them with the right partners.
Lennart Mertens
Founder, LM SPORTS
Media & Reach
Activate something with real reach.
A long career in professional football brings more than experience — it brings relationships. LM SPORTS works from a broad network of media and sports professionals built over many years inside the game, and knows how decisions get made on both sides of the table.
That network is put to work. When an activation, partnership or announcement needs to be seen, we help shape the story, bring in the right voices and get it in front of the people who matter — with reach a press release rarely delivers on its own.
Planning something that needs to be seen? Tell us the ambition — we'll tell you how far it can reach.
Start the conversationMedia & broadcast relations
Direct relationships with journalists, editors, broadcasters, podcasts and sports media across Belgium and abroad.
Story & angle
Framing your partnership, launch or campaign so it is genuinely newsworthy — and told in the right room.
Amplification
Coordinating athletes, clubs, creators and channels to carry a message well beyond your own audience.
Also in the network
Mobility partners
Transfers, transport and travel arranged with people we have worked with for years — so an activation runs smoothly from the moment someone leaves home.
Hospitality partners
Venues, lounges and matchday experiences, sourced and coordinated end to end, so partners and guests are hosted exactly as intended.
Contact
Let's discuss a partnership.
Whether you represent a brand, a club, an event or a business, share a few details and we'll get back to you personally.
lennart@lmsports.beFollow on Instagram @lmertens9