QUALITY. PASSION. RESULTS.

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

OUR SPECIALTY

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

GET TO KNOW WAFEL SPORTS MANAGEMENT
click here to read the Weekend Knack interview with Helena and Kim

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

WE PROUDLY COLLABORATE WITH BELGA
to provide us with the most valuable, high quality images of our athletes

Welcome to WAFEL SPORTS MANAGEMENT

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.

Nafi Thiam breaks 7000 barrier in Gotzis

May 30, 2017

Olympic heptathlon champion Nafi Thiam confirmed for Brussels Diamond League

April 27, 2017 | 0 Comments


Olympic heptathlon champion Nafi Thiam today announced her participation for the 41st edition of the AG Memorial Van Damme on the 1st of September, the final leg of the IAAF Diamond League. The multi event standout will take part in the high jump. In the build up to the IAAF World Championships in London, Nafi will […]

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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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Olympic champion Nafi Thiam adds European indoor pentathlon gold

March 3, 2017 | 0 Comments


Olympic heptathlon champion Nafi Thiam won the European indoor pentathlon title in dominant fashion on Friday. The Belgian athlete got a personal best 4,870 points, topping the standings in the high jump, shot put and 60-meter hurdles, as she beat Austria’s Ivona Dadic (4,767) and Hungarian Gyorgyi Zsivoczky-Farkas (4,723). Read the full report on iaaf.org […]

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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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Wafel Sports Management


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

About

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.

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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, Red Bull, 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.

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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