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

click here to read the Weekend Knack interview with Helena and Kim

click here to watch the recap video of  this year’s edition!

to provide us with the most valuable, high quality images of our athletes


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.

Belgian sprinter Cynthia Bolingo signs with Wafel Sports Management

October 23, 2018 | 0 Comments

Wafel Sports Management is very happy to announce that Belgian sprinter Cynthia Bolingo has joined our group.  A native of Brussels, Belgium the 25 year old sprinter had an excellent year headlined by a lung-busting performance at this year’s European Athletics Championships in Berlin, winning her 400m heat in what was a new PB of 51.69 […]

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Nafi Thiam joins Richard Mille

February 28, 2018 | 0 Comments

A specialist in combined events, victorious in the 2017 World Championships and 2016 Olympics, Nafi is the first female athlete to join the team of Richard Mille athletes alongside her male counterparts, Mutaz Essa Barshim, Yohan Blake and Wayde Van Niekerk. At only 23 years old, her list of achievements makes her one of the […]

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Nafi Thiam becomes Alpro ambassador

December 19, 2017 | 0 Comments

After claiming European Indoor (pentathlon) and World outdoor (heptathlon) gold medals and scoring a historical 7013 points at the Gotzis Hypo-Meeting, Nafi Thiam was voted World Female Athlete of the Year by the IAAF. From  achieving European gold as a junior in 2013 to consecutively claiming Olympic and World titles in 2016 and 2017, Nafi made […]

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Nafi Thiam crowned female World Athlete of the Year

November 26, 2017 | 0 Comments

Belgium’s Nafi Thiam was named female World Athlete of the Year at the IAAF Athletics Awards in Monaco on Friday 24 November. Nafi became the first European to claim the women’s award since Croatian high jumper Blanka Vlasic in 2010 and only the second heptathlete in award history after Jackie Joyner-Kersee in 1994. The Geography […]

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Digital Marketing & Communications Intern

September 19, 2017 | 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 receives FISU Award

August 19, 2017 | 0 Comments

During the 3rd FISU Gala at the Taipei City Hall on 18 August, Belgian decathlete Thomas Van der Plaetsen was honoured with a FISU Award for his remarkable contribution to the development of university sport. Belgian decathlete Thomas Van der Plaetsen, a double Universiade champion (2013 & 2015 and 2016 European Champion) was awarded ‘Best […]

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Nafi Thiam adds world heptathlon title to Olympic crown

August 7, 2017

Nafi Thiam breaks 7000 barrier in Gotzis

May 30, 2017

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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. Trust, respect, passion and professionalism are at the core of our business. 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. She is an IAAF authorized and licensed Athlete Representative.

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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. She is an IAAF authorized and licensed Athlete Representative.

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For athletes

Wafel Sports Management is a full service company

It’s a challenging task being an ambitious 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. Comprehensive services have been developed focusing on, but not limited to, the following key areas:

Competition planning and management

We have many years of experience getting our athletes into global premium level competitions such as Diamond League meetings as well as having them build experience and confidence at local B-level competitions in Belgium, France, the Netherlands, Spain, Switzerland and Germany.

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. Athlete partnerships have been created with all major running sportswear-manufacturing companies and other top organizations such as Nike, Adidas, Asics, Puma, Audi, Richard Mille, Red Bull, Alpro, Vivaldis Interim, Diamanti Per Tutti, Euro Disney, MAC Cosmetics, Jet Import, Stad Deinze, UNICEF, …

PR, image building and athlete branding

Forget 360, think 365. 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. We stimulate our athletes in being ‘game-changers’ by creating own platforms and guiding them in building their own audiences. Sports fans are demanding a much more engaging, immersive experience than ever before where unpolished authenticity is golden. We assist our athletes to meet those needs on a daily basis.

Media relations and communication

WAFEL has arranged features for its clients in national and international television, print and radio such as De Laatste Show, Quiz van het Jaar, Van Gils en Gasten, Café Corsari, Touché, ELLE Magazine, Feeling, Gael, The Guardian, L’Equipe, De Tijd, L’Echo, Q Music, Studio Brussel, Radio 2, Sporza, So Soir Magazine, Het Nieuwsblad Magazine, NINA, Humo, Sportvoetbal Magazine, Knack Weekend, Trends, BBC, The Sunday Times, …

Organization of international travel, VISA and accommodation

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 legal support

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. We can count on trusted law firms and attorneys to help us find the right solution to all of our clients’ business challenges.





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 new, innovative ways and creative solutions for brands/companies who want to embrace and leverage the influence of professional athletes.

“Partnerships with sports personalities offer huge opportunities for marketing to be genuinely engaging and creative, deepening customer relationships far more than a logo badging exercise ever did in the past.” – Campaign Live

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.

“Sports sponsorship gives you the entry ticket to access engaging content in an agile way. gives you souped-up content and a way to engage with people that are passionate and are going to react to what you say with a high level of engagement.” – Campaign Live

We arrange sponsorship packages on all levels

We have been lucky enough to team up with organizations such as Nike, Adidas, Asics, Audi, Vivaldis Interim, UNICEF, Red Bull, Stad Deinze, VLAM, Puma, DnF Sportpraktijk, Golazo, Jet Import, Diamanti Per Tutti, 4254, …

For more information on partnership options you can contact us.

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