Sport & Tourism Promotion

What Sport & Tourism Promotion does

Sport & Tourism Promotion (STP) is a Belgian non-profit organization (ASBL, BCE 0638.916.135) founded in 2016 and headquartered in Namur, Belgium. The company designs, organizes, and delivers mass-participation sporting events across three core disciplines — triathlon (XTERRA Belgium/Ardennes, OPENLAKES, Triathlon International Haute Meuse, La Gileppe Trophy), running (20km Maredsous-Dinant, Grand Trail de Namur, Foulées des Vignes, No Finish Line Brussels), and cycling (Gran Fondo Belgium, Belgium Bike Festival) — plus a corporate services division offering bespoke team building, VIP experiences, and corporate events. STP operates 25 events per year serving 50,000+ participants across Belgium and France, with Luxembourg announced for 2027.

The technology foundation is an Odoo-based website and e-commerce platform handling event registration, payment processing, and merchandise sales (e.g., a branded windbreaker at €56.20). STP monetizes through four streams: per-participant transaction fees (with supplements for non-federated participants), corporate professional services contracts, sponsorship and visibility packages (bibs, arches, signage, digital), and merchandise. Customer acquisition is event-driven (event-specific microsites, 100,000+ social followers, 212,000 contacts) and community-led (volunteer and internship pipelines).

The go-to-market is hybrid: consumer registrations are self-serve online; corporate clients and sponsors are acquired through direct sales and dedicated B2B pages. Strategic positioning emphasizes 'emotion over performance,' positioning events as tourism experiences that showcase Belgian landmarks (Citadel of Namur, Domaine du Chant d'Eole) and French regional venues, with international expansion pursued through local partnerships (T24 Xtrem Triathlon, VENTOUX EVENTS) rather than wholly-owned subsidiaries.

Name

Sport & Tourism Promotion

Legal name

SPORT & TOURISM PROMOTION

Website

https://s-t-p.be

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Sport & Tourism Promotion is a Belgian non-profit that designs and delivers 25 mass-participation sporting events per year — triathlon, trail running, cycling, and solidarity running — across Belgium and France, serving 50,000+ individual athletes and corporate clients with bespoke team-building and sponsorship packages.

Ownership category

akta.pro rank

Product category

Sports Event Management

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (7112)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

akta.pro secondary industries

Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon) (MPAKAIAB), Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA), Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)

Keywords

• Sports event organization
• Mass participation races
• Corporate team building
• Sport tourism experiences
• Endurance race events

Headquarters

HQ city

Namur

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others, Technology or R&D, Infrastructure

Revenue model

1. Event Registration Fees: Primary revenue stream from participant registrations for sporting events (triathlon, trail running, cycling). Prices are displayed in euros inclusive of VAT. A supplemental fee is charged to non-federated participants (those without a triathlon federation license).
2. Corporate Event Services: STP designs and delivers bespoke sporting events for enterprises, including team building, VIP experiences, and corporate events. Revenue is generated through service contracts with corporate clients.
3. Sponsorship & Partnership Packages: Companies can associate their brand with STP events through visibility packages including race numbers, start/finish arches, digital communication, event villages, and on-site signage. This is a GTM/partnership revenue stream.
4. Merchandise Sales: STP operates an e-commerce shop selling branded merchandise such as windbreaker jackets (Coupe vent at €56.20), generating additional revenue from participants and supporters.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Sport & Tourism Promotion (STP) designs, organizes and delivers mass-participation sporting events across three disciplines — triathlon (XTERRA Belgium/Ardennes, Openlakes, Triathlon International Haute Meuse, La Gileppe Trophy), running (20km Maredsous-Dinant, Grand Trail de Namur, Foulées des Vignes), and cycling (Gran Fondo Belgium, Belgium Bike Festival) — alongside bespoke corporate services (team building, VIP athlete experiences, corporate events), sponsorship/partnership packages, and branded merchandise. The organization runs 25 events per year in Belgium and internationally (France, upcoming Luxembourg) serving 50,000+ participants, with the positioning of sport as an engine for emotion and shared experiences rather than pure performance.

Product overview

Sport & Tourism Promotion (STP) is a Belgian non-profit organization that designs and delivers large-scale sporting events. The portfolio comprises three core event pillars (Triathlon, Running, Cycling) alongside a Corporate Services division (Team Building, Corporate Events, VIP Experiences) and merchandise offerings. The triathlon portfolio includes XTERRA Belgium/Ardennes (off-road), Openlakes (lake-based, including international expansion to France), Triathlon International Haute Meuse, and La Gileppe Trophy. Running events span the 20km Maredsous-Dinant road race, Grand Trail de Namur (trail), and Foulées des Vignes (wine-region themed). Cycling includes Gran Fondo Belgium and the Belgium Bike Festival. The company also organizes the No Finish Line Brussels solidarity running event and offers corporate dream experiences through custom team building, VIP athlete encounters, and sponsorship packages. Merchandise includes technical event apparel sold through their e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Triathlon Events (XTERRA Belgium, XTERRA Ardennes, Openlakes, Triathlon International Haute Meuse, La Gileppe Trophy) Off-road (XTERRA), lake-based (Openlakes) and international triathlon events across Belgium, France and (upcoming) Luxembourg, serving elite and amateur athletes with multiple distance formats.
• Running Events (20km Maredsous-Dinant, Grand Trail de Namur, Houppy Trails, Foulées des Vignes) Road running (20km Maredsous-Dinant), trail running (Grand Trail de Namur with 5 distances from 10km to 60km) and wine-themed running (Foulées des Vignes) accessible to all levels of athlete.
• Cycling Events (Gran Fondo Belgium, Belgium Bike Festival) Gran fondo cycling events and cycling festivals featuring gravel, mountain biking, cyclo-hikes, gourmet rides and ultra-distance formats across Belgium.
• No Finish Line Brussels Solidarity running/walking event featuring a 1km loop accessible 24/7 for 5 days, where each kilometer completed donates €1 to children's charities.
• Team Building Events Custom sports event experiences for corporate clients focused on team cohesion and employee engagement through athletic challenges.
• Corporate Events Full-service corporate event planning combining sports activities with business objectives, offering custom event design and execution for enterprise clients.
• VIP Experiences Premium sports experiences featuring access to elite athletes, exclusive venues and high-end hospitality for corporate clients under STP's 'Corporate Dream Experience' concept.
• Sponsorship & Partnership Packages Brand visibility packages offering exposure through race bibs, start/finish arches, digital communication, event villages and on-site signage at STP's mass-participation sporting events.
• Event Windbreaker Jacket (Coupe vent) Technical windbreaker jacket in recycled polyester with waterproof hood, ergonomic fit and zippered pockets, sold as branded STP merchandise at €56.20.

Quantifiable outcome

• 25 events per year with 50,000+ total participants
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered major and minor.

• T24 XTREM TRIATHLONmajorStrategic or Co-development Partner · 29 May 2027STP is collaborating with T24 XTREM TRIATHLON to launch a new destination: T24 Luxembourg, scheduled for May 29-30, 2027, at the lakes of Weiswampach. T24 is the first 24-hour triathlon format in solo or team format, already established in 4 French destinations (Île de Ré, Breizh, Mont-Blanc Passy, Bormes-les-Mimosas). STP is bringing this concept to Luxembourg, creating a new cross-border sporting event in an exceptional natural setting.
• VENTOUX EVENTSmajorStrategic or Co-development Partner · 16 May 2026STP partnered with VENTOUX EVENTS to launch OPENLAKES Lyon Métropole at Grand Parc Miribel Jonage (May 16-17, 2026). This was the first edition with 1,500 participants and 7 races. VENTOUX EVENTS is credited for a 'superbe collaboration' characterized by professionalism, mutual trust, and shared passion for sport. STP hopes to continue the collaboration long-term.
• Domaine du Chant d'EolemajorStrategic or Co-development Partner · 1 May 2026STP collaborated with Belgium's largest vineyard (Domaine du Chant d'Eole) to create the inaugural Foulées des Vignes event (May 1, 2026), combining 5km/10km walks/runs, a 21km race, and a gourmet after-course experience. The event drew 2,300+ participants in its first edition. The domain approached STP with the concept, and STP executed the sporting event within the vineyard setting.
• No Finish Line BrusselsminorStrategic or Co-development PartnerSTP is involved in organizing the second edition of No Finish Line Brussels (June 24-28, 2026 at Parc Royal de Bruxelles), a solidarity running/walking event where 1km covered = €1 donated to children's charities. STP posts about this event indicating its role in organizing it.

Scale indicators12 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• XTERRA World Tour: Global off-road triathlon brand that licenses and partners with local organizers (including STP for XTERRA Belgium). Direct peer through shared event formats and shared participant audience.
• Golazo Sports: Belgian mass participation event organizer running major road races, marathons, and triathlons (e.g., Antwerp Marathon, Belgian Triathlon). Most direct peer by geography, event portfolio mix, and target participant base.
• Trimax Events: European sports event organizer specializing in triathlon, duathlon, and endurance events across multiple countries. Comparable direct peer in event type and multi-country European footprint.
• Friendship Events Belgium: Belgian organizer of mass participation sports events including running, cycling, and obstacle races. Comparable direct peer by geography and consumer-endurance event portfolio.
• No Finish Line Monaco: Original organizer of the No Finish Line charity running format that STP co-organizes in Brussels. Direct peer through shared event format and charity-running participant base.

Broad incumbents

• Ironman Group: Global triathlon and mass participation endurance event owner (Ironman, Rock'n'Roll Running Series). Comparable as a large-scale triathlon and running event organizer competing for similar amateur participants and sponsors.
• Lagardère Sports: Large international sports marketing and event management group. Comparable as a broad incumbent in sports event organization and sponsorship sales across endurance and mass participation formats.
• ASO Amaury Sport Organisation: Major French sports event organizer behind the Tour de France, Paris Marathon, and various mass participation races. Comparable as a broad incumbent in the same event-organization category, particularly in cycling and road running.

Others

• World Triathlon: International federation governing the sport of triathlon. Relevant comparator as the governing body that sets rules, calendar, and athlete pathways STP's triathlon events align with.

Emerging players

• Gran Fondo World Tour: International series connecting premium gran fondo cycling events globally. Comparable as STP organizes Gran Fondo Belgium and targets the same amateur cycling enthusiast segment seeking international series participation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php?id=100063526151764
• LinkedInlinkedin.com/company/sport-tourism-promotion

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Sport & Tourism Promotion