Hubo Limburg United

What Hubo Limburg United does

Hubo Limburg United is a professional basketball club founded in 2014 in Hasselt, Belgium, operating as a non-profit association (VZW) under Belgian law. The club fields a senior men's team that competes in the BNXT League—a Belgian-Dutch cross-border competition—and in the Belgian Cup, with home games played at Sporthal Alverberg. Beyond the senior squad, the organization operates a youth development Academy with teams spanning U14, U16, U18, U21, and TDM1 age groups, as well as an inclusive wheelchair basketball program branded "Hubo Limburg United On Wheels." Administrative offices are co-located at Officenter Hasselt (Hendrik Van Veldekesingel 150/22).

The club generates revenue through four primary streams: ticket and season subscription sales via the Twelve Ticketing platform; sponsorship and naming rights led by main partner Hubo (Groep Heeren) since inception, supplemented by an enterprise "Business Community" (Union of the Ring); merchandise sales through a ClubWorld-powered online fanshop; and Academy registration fees. Technology infrastructure is consumer-facing: a cashless payment card for in-venue purchases, the Twelve Ticketing online ticketing platform, the ClubWorld merchandise shop, and a mobile app supporting fan engagement features such as voting. Go-to-market is event-driven, with home games as the primary conversion moment and social media (Facebook, Instagram, YouTube, LinkedIn) plus a monthly newsletter supporting awareness and ticket conversion.

Governance rests with a Board of Directors chaired by Maarten Bostyn (CEO of Isola, also Chairman of the Pro Basketball League), with Tom Heeren (CEO of Groep Heeren) providing operational support including accounting, licensing applications, and subsidy requests. Total employment is approximately 20, including staff supported through Groep Heeren. Day-to-day operations are led by head coach Raymond Westphalen, assistant coach Niels Marnegrave, Academy Manager Koen van Gerwen, and Business Community Manager Magalie Brebels. The club's competitive track record includes a first Belgian Cup final in 2017, multiple playoff semi-finals, and FIBA Europe Cup qualification in 2024.

Name

Hubo Limburg United

Legal name

Hubo Limburg United VZW

Website

https://hubolimburgunited.be

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Hubo Limburg United is a Belgian professional basketball club in Hasselt that competes in the BNXT League and Belgian Cup, funded by ticketing, merchandise, Academy fees, and a Business Community of enterprise sponsors led by naming partner Hubo.

Ownership category

akta.pro rank

Headquarters

HQ city

Hasselt

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket and Subscription Sales: Revenue from single-game tickets and seasonal subscriptions sold through the Twelve Ticketing platform, including regular season games, playoffs, and cup matches.
2. Sponsorship and Naming Rights: Main partner Hubo provides naming rights and sponsorship. Business Community partners pay for visibility, corporate seats, and dining experiences at matches.
3. Merchandise Sales: Online fanshop selling merchandise including jerseys, apparel, and other club items through ClubWorld platform.
4. Academy Programs: Revenue from Academy team registrations and related programs for youth players (U14, U16, U18, U21, and TDM1).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Hubo Limburg United operates a professional basketball club competing in the BNXT League (Belgian-Dutch cross-border league) and Belgian Cup, hosting home games at Sporthal Alverberg in Hasselt, Belgium. The club runs a Youth Academy program (U14-U21 and TDM1), sells tickets and season subscriptions through Twelveticketing, operates a ClubWorld-powered fanshop, offers Business Community sponsorship packages, fields a wheelchair basketball team (On Wheels), and runs the United Charity community program.

Product overview

Hubo Limburg United is a professional basketball club based in Hasselt, Belgium, operating as a multi-faceted sports organization. The club's portfolio consists of its core professional basketball team competing in the BNXT League and Belgian Cup, supported by an Academy youth development program spanning U14 through U21 age groups. The club generates revenue through Business Community sponsorship packages offering corporate partners arena visibility and networking opportunities, ticket and subscription sales via Twelveticketing, and merchandise through a ClubWorld-powered fanshop. Additional community programs include United On Wheels wheelchair basketball and the United Charity initiative that hosts local non-profits at games.

Differentiator

Problem solved

Functional benefit

Brands

• The Berg: Nickname for the club's home arena Sporthal Alverberg in Hasselt
• LUcky BAStards
• Union of the Ring
• United Charity
• United Experience
• Academy

Products and services

• Professional Basketball Team Professional basketball team competing in the BNXT League (Belgian-Netherlands cross-border league) and Belgian Cup competitions. Plays home games at Sporthal Alverberg in Hasselt, Belgium. Aimed at sports fans and spectators.
• Academy Youth Development Program Youth basketball development program for players aged U14 through U21 and TDM1, offering training, coaching, and a pathway toward professional basketball careers. Aimed at aspiring young players and their parents.
• Business Community Sponsorship Packages Business partnership and sponsorship packages offered through the Business Community (Union of the Ring), providing companies with visibility opportunities through arena branding, event hosting, and networking access to the club's fanbase. Aimed at corporate sponsors and B2B partners.
• Tickets and Season Subscriptions Single-game tickets and seasonal subscription packages sold through the Twelve Ticketing platform, covering regular season games, playoffs, and cup competition matches. Aimed at basketball fans and spectators.
• Fanshop Merchandise Official Hubo Limburg United apparel, accessories, and fan items sold through the ClubWorld-powered online webshop. Aimed at fans, supporters, and the general public.
• United On Wheels Wheelchair Basketball Wheelchair basketball team that is part of the club's inclusive sports offerings. Aimed at wheelchair athletes and inclusive sports audiences.
• United Charity Community Program Community program supported by Democo Group that invites local Limburg non-profits and volunteer organizations to attend home games as guests, providing visibility and community engagement. Aimed at local non-profit organizations.

Quantifiable outcome

• Qualified for first cup final in 2017
• +1 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Peppermill & FriendsminorGTM or Marketing Partner · 1 January 2024Casino and entertainment company focused on supporting people in reaching their full potential through community building. Supporter of FIBA Europe Cup participation.
• Cyclis Bike LeaseminorGTM or Marketing Partner · 1 January 2024Bike leasing pioneer in Belgium since 2014, with 50 employees serving 50,000 cyclists through 1,800+ bike shops. Promotes sustainable local mobility.
• BurocadminorGTM or Marketing Partner · 1 January 2022Creative printing solutions company with HQ in Peer, serving clients worldwide. 25+ employees. CEO Maarten Esveldt is former professional basketball player.
• Royal CrownminorGTM or Marketing Partner · 1 January 2018Purchasing group for kitchen and interior specialists and electronics retailers. Frank Rombsouts is contact person.
• e.BailliencoreGTM or Marketing Partner · 1 January 2017Interior and finishing company based in Maasmechelen with 100 employees. Jan Baillien is member of Board of Directors. Painted the players' home and provides interior services.
• SSL RentcoreTechnology or Integration · 1 January 2016Light, sound, video and rigging rental company from Benelux. Provides complete technical support for events since day 1 of the club. Contact: Frank Appeltans.
• Hubo (Groep Heeren)coreGTM or Marketing Partner · 1 January 2014Main naming partner and sponsor since the club's founding. Hubo is the DIY retail brand under Groep Heeren franchise with 20 stores in Limburg and Antwerp. Tom Heeren is board member. Provides accounting support, licensing applications, subsidy requests, vehicle leasing, and 10 players currently live in their converted office building (Playershome).
• IsolacoreGTM or Marketing Partner · 1 January 2014Floor and Energy Solutions company headquartered in Tongeren with 40 employees. Maarten Bostyn is both CEO of Isola and President of Hubo Limburg United and Chairman of Pro Basketball League.
• BureauBRminorGTM or Marketing PartnerArchitecture firm with offices in Bree and Brussels, 16 employees. Founded in 1987 by Jef Vandekerkhof. Bree Basket has club premises in their studios since 2007.
• FoodmakerminorGTM or Marketing PartnerFood and catering partner, game-day sponsor for food at matches.
• World of MilanominorGTM or Marketing PartnerMen's fashion retailer from Bilzen, Belgium.
• Democo GroupminorGTM or Marketing PartnerConstruction and development company supporting United Charity initiative that welcomes Limburg non-profits to home games. Values and supports local organizations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BAL Weert: Dutch basketball club active in BNXT competitive tiers. Comparable BNXT-ecosystem peer at smaller scale with similar ticketing, sponsorship, and youth-academy model.
• Liège Basket: Belgian professional basketball club competing in BNXT League. Comparable Belgian pro basketball operator with similar revenue streams and regional sponsorship base.
• ZZ Leiden: Dutch professional basketball club in BNXT League. Directly comparable cross-border peer with similar sponsorship, ticketing, and academy-driven operations.
• Donar Groningen: Dutch professional basketball club competing in BNXT League. Directly comparable cross-border peer in the same league, with similar ticketing, sponsorship, and community-engagement model.
• Kangoeroes Mechelen: Belgian professional basketball club in BNXT League. Comparable Flemish-region pro basketball operator with similar academy and ticketing model.
• Spirou Charleroi: Belgian professional basketball club competing in BNXT League. Directly comparable Belgian basketball operator with similar sponsorship, ticketing, and academy-driven business model.
• Antwerp Giants: Top-tier Belgian professional basketball club also competing in the BNXT League. Directly comparable as fellow Belgian pro basketball operator with similar revenue model (tickets, sponsorships, merchandise, academy) and is the club HLU most frequently meets in playoff contention.
• Filou Oostende: Historically dominant Belgian professional basketball club competing in BNXT. Comparable as Belgian pro basketball operator with similar ticket, sponsorship, and merchandising revenue streams, larger scale and historical league dominance.
• Leuven Bears: Belgian professional basketball club also competing in BNXT/top-tier competition. Comparable Flemish basketball operator with similar scale, academy, and sponsorship-driven revenue.
• Heroes Den Bosch: Dutch professional basketball club competing in BNXT League. Directly comparable cross-border peer with similar ticketing, sponsorship, and community-engagement business model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCvSpX35KyzirA6J0BUHufYQ
• Facebookfacebook.com/limburgunited
• LinkedInlinkedin.com/company/hubo-limburg-united
• Instagraminstagram.com/hubolimburgunited
• Xx.com/limutd

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 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 Hubo Limburg United