What KAA Gent does

KAA Gent is a Belgian professional football club founded in 1909 and headquartered at the Planet Group arena in Ghent, East Flanders. The club fields four competitive units — the First Team (Jupiler Pro League and UEFA Conference League), Jong KAA Gent (reserve team, Challenger Pro League), KAA Gent Ladies, and a youth academy under the Buffalo Talent Center brand — and operates a community foundation (vzw Voetbal in de Stad / KAA Gent Foundation) running seven social-sport projects supporting approximately 800 Ghent residents. Operational infrastructure includes the owned Planet Group arena (opened 2013) with documented accessibility features (60 wheelchair positions, 14 adapted toilets, blind commentary, hearing loops, 80 accessible parking spaces), Palmki palm-recognition access control, and a wholly-owned cashless payment subsidiary (Horeca Foot BVBA) using Starnet NV digital chip technology integrated with online, mobile, and POS top-up.

The commercial model is multi-stream: B2C individual ticket sales and season subscriptions (Abonnementen), a merchandise operation through an official webshop and stadium fanshop, B2B business hospitality (Skyboxes, Rolf Benz & Kowala Soccer Lounge, Wedstrijdseats, Wedstrijdcredits), and structural sponsorship with partners including Baloise, Planet Group (naming rights), Coca-Cola, Telenet, Craft Sportswear, Maes, and others. Ticketing is operated through the RoboTicket platform; data processing occurs through wehave.io and Sports Alliance. The club is structured as a Belgian cooperative (CVBA so K.A.A. GENT) with a separately organized non-profit Foundation. Recent commercial activity includes a Marketing & Communication department reorganization (July 2026), installment payment plans for 2026-2027 season subscriptions, and ongoing player transfer activity (László Bénes acquisition, Es-Saoubi loan to Volos FC).

Name

KAA Gent

Legal name

CVBA so K.A.A. GENT

Website

https://kaagent.be

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

11–50 employees

Short description

KAA Gent is a Belgian professional football club founded in 1909, competing in the Jupiler Pro League and UEFA Conference League, operating first, reserve, women's, and youth teams from the owned Planet Group arena in Ghent, and monetizing through ticketing, merchandise, B2B hospitality, sponsorships, and a community foundation.

Ownership category

akta.pro rank

Headquarters

HQ city

Gent

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Ticket Sales: Revenue from individual match tickets and season subscriptions (abonnementen) for Jupiler Pro League and UEFA Conference League matches. Season ticket holders receive a Buffalo account card with cashless functionality.
2. Merchandise & Shop: Sales of official club merchandise including replica shirts, accessories, and fan items through the official webshop and physical fanshop.
3. Hospitality & Business Packages: Premium business hospitality offerings including Skyboxes, Soccer Lounge access, matchday seats with catering, and credit-based systems for corporate clients. Includes Rolf Benz & Kowala Soccer Lounge and Wedstrijdseats packages.
4. Sponsorship: Revenue from corporate sponsors including Baloise, Planet Group, Circus, Gent Motors, Craft Sportswear, Coca Cola, Maes, Hamann International Logistics, Backline Security, and Telenet.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

KAA Gent is a Belgian professional football club that competes in the Jupiler Pro League and UEFA Conference League. The club sells match tickets, season subscriptions, and official merchandise to individual supporters, while offering premium business hospitality packages (Skyboxes, Soccer Lounges, matchday credits) to corporate clients. The club also operates the KAA Gent Foundation for community and social impact programs, a youth academy, reserve and women's teams, and a cashless payment system at the Planet Group arena.

Product overview

KAA Gent is a Belgian professional football club offering a comprehensive ecosystem centered around its football teams (First Team, Jong KAA Gent, Ladies, and Youth Academy). The club provides match-day products including ticket sales via RoboTicket, season subscriptions, and cashless payment systems for stadium purchases. Hospitality offerings encompass Skyboxes, Business Seats, Soccer Lounges, and match-day credit packages for corporate clients. The Buffalo Kids Club provides youth fan engagement, while the KAA Gent Foundation runs community programs. Accessibility services including wheelchair seating, blind commentary, and hearing systems ensure stadium inclusion. The club also operates an official fanshop/webshop for merchandise.

Differentiator

Problem solved

Functional benefit

Brands

• KAA Gent Foundation: Community foundation managing social projects, accessibility, heritage and social-sportive work for the club
• Jong KAA Gent
• KAA Gent Ladies
• Buffalo Talent Center
• Chillax Arena

Products and services

• Match Ticket Sales (RoboTicket)
• Season Subscriptions (Abonnementen)
• Official Webshop (Fanshop)
• Business Hospitality Packages
• Cashless Payment System
• First Team Professional Football
• Jong KAA Gent Reserve Team
• KAA Gent Ladies Women's Team
• Buffalo Talent Center Youth Academy
• KAA Gent Foundation Community Programs
• Buffalo Kids Club
• Accessibility Services for Supporters with Disabilities
• Supporter Bus Service
• Prefoot Menu Matchday Dining
• Buffalo Account

Quantifiable outcome

• 60 wheelchair positions and 80 accessible parking spaces in Planet Group arena
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

18 partnerships are on record, tiered core and minor.

• BaloisecoreOthersInsurance company appearing as structural partner on KAA Gent website. Provides insurance services to the club and its operations.
• Planet GroupcoreOthersNaming rights partner - stadium is officially named Planet Group arena. Provides arena facilities and naming rights association with the club.
• CircusminorOthersDaily products brand appearing as structural partner on KAA Gent website.
• Gent MotorsminorOthersLocal automotive dealer appearing as structural partner on KAA Gent website.
• Craft SportswearcoreOthersOfficial technical kit supplier for KAA Gent. Provides match shirts, training gear, and sportswear for the club.
• Coca ColaminorOthersBeverage company appearing as structural partner on KAA Gent website.
• MaesminorOthersBeverage brand appearing as structural partner on KAA Gent website.
• Hamann International LogisticsminorOthersInternational logistics company appearing as structural partner on KAA Gent website.
• Backline SecurityminorOthersSecurity services provider appearing as structural partner on KAA Gent website.
• TelenetminorOthersTelecommunications company appearing as structural partner on KAA Gent website.
• Starnet NVcoreTechnology or IntegrationTechnology provider supplying the digital chip technology for the cashless payment system used in the stadium for consumptions and merchandise purchases.
• Gourmet InventcoreImplementation/ SI/ Consulting PartnerCatering partner responsible for culinary services at business hospitality events, including 3-course dinners with matched wines for Soccer Lounge packages.
• INTER - Toegankelijk Vlaanderen vzwcoreStrategic or Co-development PartnerNon-profit organization providing blind commentary service for supporters with visual disabilities and volunteer assistance for supporters with disabilities at each home match.
• AccessibAllcoreStrategic or Co-development PartnerAccessibility organization partnering with KAA Gent Foundation for inclusive stadium experiences for supporters with disabilities.
• Stad GentcoreOthersCity of Ghent municipality providing support for KAA Gent Foundation projects and accessibility initiatives.
• Sport VlaanderenminorOthersFlemish government sports agency supporting KAA Gent Foundation initiatives.
• Geconet Services cvbacoreTechnology or IntegrationData processing controller responsible for camera surveillance and image processing in the stadium complex for security purposes.
• Koning BoudewijnstichtingminorOthersManaging the 'Fonds Vrienden van de KAA Gent Foundation' charitable fund. Giften vanaf €40 per jaar qualify for tax deductions under Belgian law.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• KRC Genk: KRC Genk is a Belgian Pro League club known for its youth academy and Champions League/Europa League pedigree, making it a direct sporting and commercial comparable to KAA Gent. Operates in the same league with similar ticketing, merchandise, and sponsorship revenue models.
• OH Leuven: OH Leuven is a Belgian Pro League club operating with a similar model of matchday revenue, sponsorships, and youth development. Competes in the same league and represents a comparable mid-tier commercial profile to KAA Gent.
• Standard Liège: Standard Liège is a top-tier Belgian Pro League club from Wallonia, comparable in stadium-based operations, commercial structure, and European competition participation to KAA Gent, with a similar scale of supporters and sponsor portfolio.
• KV Mechelen: KV Mechelen is a Belgian Pro League club explicitly named in KAA Gent's match calendar. Operates with similar ticketing, hospitality, and sponsorship models in the same domestic league, making it a direct comparable.
• KVC Westerlo: KVC Westerlo is a Belgian Pro League club of similar mid-tier commercial scale to KAA Gent, competing in the same league and operating comparable ticketing, sponsorship, and merchandise revenue streams.
• Club Brugge: Club Brugge is the dominant Belgian Pro League club and KAA Gent's most direct domestic competitor, operating in the same Jupiler Pro League with comparable ticketing, hospitality, and sponsorship revenue models. Both clubs compete regularly in European qualifiers and group stages.
• Cercle Brugge: Cercle Brugge is a Belgian Pro League club with similar scale of operations, ticket revenue, and sponsorship structure. Directly competes in the same league and serves a comparable regional supporter base.
• Royal Antwerp FC: Royal Antwerp FC is a Belgian Pro League club and recent league champion, directly comparable to KAA Gent in commercial operations, ticketing, and European competition participation. Operates a similar fan engagement and hospitality structure.
• RSC Anderlecht: RSC Anderlecht is a historic Belgian Pro League club based in Brussels and a direct sporting and commercial comparable to KAA Gent, operating a similar multi-team structure, hospitality offerings, and European competition footprint.
• Royale Union Saint-Gilloise: Union SG is a Belgian Pro League club that has recently risen to title contention, with a comparable mix of matchday, sponsorship, and merchandise revenue. Competes with KAA Gent in the same league and has similar European competition ambitions.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/kaagent
• YouTubeyoutube.com/kaagent
• LinkedInlinkedin.com/company/kaa-gent
• Instagraminstagram.com/kaagent
• Facebookfacebook.com/kaagent

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KAA Gent