AA Gent has a new stadium name: Sam Baro buys rights with his own company for 1 million per year

KAA Gent will now play its home games in the Planet Group Arena. The stadium obviously remains the same, only the name changes. The club has been looking for a new name sponsor since the letters Ghelamco were removed from the stadium at the end of last year. Interestingly, the Planet Group is one of the companies of Sam Baro, the owner of KAA Gent.

It will be some practice again for the football commentators: Ghent will now play in the Planet Group Arena. The HR company of AA Gent owner Sam Baro pays 1 million per year for the naming rights of the stadium.

Planet Group was already a lodge and grandstand sponsor of AA Gent. The partnership is expanded even further with the stadium name.

Sam Baro took over 97 percent of the shares of the football club in July last year and also wanted to ensure local anchoring. Planet Group, Baro’s largest company, also has its headquarters in Ghent.

“I think it is important to link Planet Group to sports,” says Sam Baro. “A

a healthy mind in a healthy body, that remains the basis for everything. So if Planet Group can succeed in getting people to exercise through branding, then we will create something beautiful.”

“In addition, it is important for AA Gent to generate additional income through the naming of the stadium. In that context, the current contract is a substantial increase compared to the previous one.”