WAFEL SPORTS MANAGEMENT is a sports consultancy agency offering a 360° service to professional athletes

Our Mission

we want to provide them with the best opportunities possible to make it to the top, and stay there.


We create, improve and amplify public image and reputation of our clients


Founded in 2010 by Kim Vanderlinden and Helena Van der Plaetsen, WAFEL SPORTS MANAGEMENT is an independent, full service sports consultancy agency specializing in elite athlete management, image building, media relations and athlete branding. Together, Kim and Helena form a team of well-connected communications professionals, ensuring our clients are more than a list of ‘major performances’ but also a story of success that needs to be told.

Audi continues their partnership with heptathlete Nafi Thiam

April 15, 2017 | 0 Comments

In 2016, Audi’s engaged in a partnership with heptathlete Nafi Thiam. With the Olympics of 2020 in Tokio in mind, Audi and Nafi decided to prolong their collaboration for another three years.  After achieving European gold as a junior, Nafi made a rapid rise from a promising junior to one of the world’s best.With her […]

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Press release: Thomas Van der Plaetsen and Versele-Laga collaborate in their decathlons towards 2020

February 23, 2017 | 0 Comments

In the next 4 years, decathlete and citizen of Deinze Thomas Van der Plaetsen will be receiving the support of pet food and care items producer Versele-Laga, also located in Deinze. Even though the two ambassadors of Deinze both have their own ambitions, they still have multiple common ‘disciplines’. They already have a strong connection […]

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Nafi Thiam confirms European Indoor participation

February 21, 2017 | 0 Comments

Olympic heptathlon champion Nafissatou Thiam today confirmed that she will take on the pentathlon at next week’s European Athletics Indoor Championships which will be held in the Kombank Arena in Belgrade, Serbia from 3 – 5 March 2017. After the incredible high of the Olympics and the many post-Games ceremonies, the 22-year-old went back into winter training with […]

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Thomas Van der Plaetsen pulls out of European Indoor Championships

February 20, 2017 | 0 Comments

Thomas Van der Plaetsen, the European decathlon champion, has been forced to withdraw from the European Indoor Championships in Belgrade from 3-5 March after failing to recover in time from an injured knee. The 26-year-old, who had been hoping to add to the European decathlon gold medal he won in Amsterdam last summer, wounded his knee […]

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Nafi Thiam confirmed for triathlon at Meeting de Paris Indoor

January 31, 2017 | 0 Comments

Nafissatou Thiam has confirmed that she is set to compete at the Meeting de Paris Indoor at the Accor Hotels Arena in Bercy (Paris) on 8 February. The Olympic heptathlon champion is set to contest the triathlon (long jump, shot put and 60m hurdles) and will take on French heptathlete Antoinette Nana Djimou and Dutchwoman Nadine Broersen. On […]

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Nafi Thiam named Belgium’s Sportswoman of the Year 2016 after clinching Olympic heptathlon gold

December 18, 2016 | 0 Comments

Nafi Thiam took the top award at the 2016 Sportsgala held at Wild Gallery in Vorst (Brussels) on Saturday. The 22-year-old landed Olympic gold in the heptathlon in Rio in August. En route to her Olympic triumph, she set a world heptathlon best of 1.98m in the high jump, higher than the winning leap in the individual high jump […]

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Interns wanted!

December 16, 2016 | 0 Comments

Wafel Sports Management is preparing for the future! We are an all-round sports management agency specialised in elite athlete management, athlete branding and media relations providing the best opportunities possible to established world-class athletes, as well as the next generation of talent. At WAFEL we are looking for interns to join our team of well-connected sports professionals. […]

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Thomas Van der Plaetsen stelt boek Back On Track voor

December 14, 2016 | 0 Comments

Vandaag stelde Europees Kampioen tienkamp Thomas Van der Plaetsen “Back on Track” voor. In het boek praat hij openhartig over zijn donkere dagen en het revalidatieproces, maar ook over zijn fonds Back On Track, over topsport, trainen en persoonlijke ontwikkeling. Het boek is aangevuld met een heel aantal exclusieve foto’s uit de persoonlijke collectie van Thomas en mensen uit […]

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Wafel Sports Management

is a sports management company founded to provide better guidance to elite athletes.


WAFEL SPORTS MANAGEMENT is a sports management company founded to provide better guidance to elite athletes. At WAFEL we believe in the talent and determination of our athletes, that’s why we want to provide them with the best opportunities possible to make it to the top, and stay there. WAFEL Sports Management has designed a system of services that helps every athlete achieve his/her goals and maximize his/her athletic career.

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After years in the industry Kim Vanderlinden and Helena Van der Plaetsen, also known as ‘The Waffles’, decided to team up and found WAFEL Sports Management. As former athletes Kim and Helena understand the challenges athletes face on a daily basis and with their combined forces they can count on a large network of contacts. Both Kim and Helena live and work in Belgium where they have their business headquarters.


Kim Vanderlinden

Kim has an inherent talent for all things creative and style, which she uses wisely when it comes to making those crucial decisions in image building and athlete branding. Her ever growing versatility is built on excellent contacts and solid relationships. With her in-depth understanding of all things PR our capabilities within the realm of sports consultancy stretch far beyond classic sports management.

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Helena Van der Plaetsen

Helena’s practical and down to earth demeanor ensures we consistently knock the ball out of the park for our clients. She uses her expertise, industry knowledge and international network in order to guarantee our clients receive maximum assistance. Bringing an array of experience to the team, she allows our athletes to focus solely on performing while we take care of all the extra’s.

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For athletes

Wafel Sports Management is a full service company.

It’s a challenging task being an ambitious talented athlete nowadays. Apart from being 200% focussed on training and competing, there’s also an array of other practical things that athletes face on a daily basis. That’s why we consider it vital to offer professionalism and insight, and meet the needs of our clients in order to sustain career longevity. We want to make sure our athletes are taken care of so that they can continue to grow and develop.

Contract and sponsorship negotiations

There is no such thing as a ‘standard’ contract. Thanks to our established relationships and personal approach, we make sure our clients are signing a tailor-made contract.

PR and communication

An athlete represents himself and his support staff not only when competing. Branding yourself therefore requires good thinking and strategy. We are out-of-the-box thinkers coming up with unique and creative content at the right time in traditional and digital media in order to provide customized branding.

Training and competition scheduling and organization of international travel

World class athletes need to train and perform on a world class level. Our international network allows us to open doors resulting in opportunities that benefit best our client’s needs.

Administration and invoicing

It is our aim to cover all paperwork our clients get to deal with. Additionally we are well-connected to optimize administration and solicit input from contacts across our network.




For companies

We help companies create unique brand experience

Not only athletes benefit from our worldwide partnerships. Also companies have enjoyed our passion for sports and our desire to bring results. While many companies have shown interest in sports marketing, it is often difficult to navigate the somewhat special world of elite sports. Our experience and network has served many companies well, whether it concerned a (inter)national campaign or a local event. It is our goal to come up with fresh ideas and creative solutions for brands/companies who want to make their mark.

WAFEL Sports Management arranges sponsorship packages on all levels.

We have been lucky enough to team up with companies such as Asics, Vivaldis Interim, Nike, Red Bull, Stad Deinze, VLAM, Puma, Adidas, DnF Sportpraktijk, Golazo, Diamanti Per Tutti, …

For more information on how you can support our athletes you can contact us.

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Benefits for your company

Supporting an athlete is a long term, two-way relationship where not only the athlete, but also a company, work together in reaching mutual goals. With the right communication, the vision and values of an athlete automatically rub off on a company’s image. On top of that, an Olympic athlete is naturally associated with Olympic values such as respect, integrity, excellence, courage, determination and inspiration.

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