When Stig Broeckx made his first bike trip after a heroic revalidation caused by an accident in 2016, the Belgian National Lottery and proud sponsor of Stig wanted to honor those first kilometers. That’s why it organized ’The Grand Prix Stig Broeckx’, the first race within a race, as an emotional tribute and as an encouragement for all rehabilitating people during the Tour of Flanders. The race became a hopeful symbol of their daily fight and became the most shared topic in both national and international press.
Meaningful purpose and profitable business aren’t opposites, on the contrary, they go hand in hand and reinforce each other. More and more consumers are leaning towards brands and companies doing good and giving back to society.