Under the leadership of CEO Johan Thijs, KBC Group has been a steadfast supporter of Belgium’s Werchter Boutique Festival, blending meaningful sponsorship with digital innovation and employee engagement.
Werchter Boutique Festival
A Legacy of Meaningful Sponsorship
KBC’s involvement with the Werchter Boutique Festival extends beyond typical sponsorship. As a long-time partner, KBC prioritises adding value to the festival experience, enhancing the event with practical items and creating dedicated spaces for attendees. Over the years, KBC has distributed sun hats, ponchos, and provided sunscreen dispensers, underscoring its commitment to supporting festivalgoers in a meaningful way.
One standout initiative is the “KluBC” area within the festival grounds—a vibrant space featuring DJ sets, small performances, and interactive activities. “We’re not just here to support from the sidelines,” Thijs says. “Werchter is about creating unforgettable experiences, and KBC is proud to play a part in that.”
A Celebration of Togetherness After Covid
In 2022, as the world emerged from Covid-19, KBC marked the return to live events by inviting all Belgian staff to Werchter Boutique for a much-anticipated celebration. More than 10,000 KBC employees gathered in a dedicated corporate area, enjoying an electrifying performance by Belgian star Stromae.
Each staff member received Kate Coins—KBC’s digital currency—in their KBC Mobile Wallet to purchase food and drinks during the festival. This initiative provided real-time insights for KBC’s tech team, blending celebration with innovation. Thijs commented, “Kate Coins gave us the opportunity to merge celebration with innovation, while sharing an incredible day with our KBC family.”
Marking 25 Years of KBC with Music and Innovation
In 2023, KBC celebrated the 25th anniversary of the merger of KredietBank, CERA, and ABB Insurance at Werchter Boutique. Over 12,000 employees joined the festivities, which featured a private KluBC area and a thrilling performance by global icon Pink. This event underscored KBC’s achievements, with Thijs acknowledging the pivotal role of his team in the bank’s success.
Thijs remarked, “Music brings people together, and being part of that at Werchter is something we’re truly proud of.” A special photo lens used during the event allowed employees to zoom in on faces captured in the crowd, reinforcing the sense of community within KBC. Download the photo here. – right click and “Save as”
Innovating with Kate Coins
KBC’s introduction of Kate Coins highlights its commitment to blending digital innovation with real-world experiences. Following the successful 2022 trial, Kate Coins are now fully integrated into KBC’s mobile banking app. This feature allowed KBC staff and guests to make purchases directly from their smartphones, streamlining the festival experience.
KBC’s tech team monitored the process on-site, ensuring smooth operations and gathering insights for future developments. Thijs explained, “Kate Coins were more than just a payment method—they represented a new way for us to connect digitally with our customers and our team.”
Building Community and Cultural Engagement
Thijs’s vision for KBC’s sponsorship of Werchter is rooted in fostering community and culture. “Werchter Festival is not just a concert; it’s a celebration of culture, passion, and connection,” he said. KBC engages meaningfully with festivalgoers, fostering a sense of belonging through its on-site initiatives.
KBC’s involvement extends beyond Werchter to include local events and sustainability initiatives, aligning with its mission to enrich Belgian communities. The bank’s dedication to cultural engagement ensures it remains an integral part of Belgium’s social fabric.
A Lasting Impact on Belgium’s Premier Festival
KBC’s support of Werchter Boutique Festival goes far beyond financial backing. Its contributions—ranging from practical festival gear to digital innovations like Kate Coins—enhance the festival experience and add value to Belgium’s cultural landscape.
As the final chords of Pink’s performance rang out, it was clear that Werchter Boutique once again brought people together through music. For KBC, and Thijs in particular, the festival represents more than sponsorship; it’s about creating lasting memories. With plans to continue its support, KBC ensures that Werchter Boutique remains one of the world’s most celebrated festivals.
Frequently Asked Questions About KBC and Werchter Boutique Festival
What is KBC’s role at the Werchter Boutique Festival?
KBC is a long-time sponsor of the Werchter Boutique Festival, providing practical items, creating interactive spaces like the KluBC area, and enhancing the festival experience with innovations like Kate Coins.
What are Kate Coins?
Kate Coins are KBC’s digital currency integrated into its mobile app. They were initially trialled at Werchter Boutique in 2022, allowing attendees to make purchases directly from their smartphones.
How does KBC support its employees through the festival?
KBC invites employees to the festival, providing dedicated areas and using the event to foster community. In 2023, over 12,000 employees attended Werchter Boutique as part of KBC’s 25th anniversary celebration.
Why does KBC sponsor cultural events?
KBC’s sponsorship of events like Werchter aligns with its mission to foster community engagement and cultural enrichment, reflecting its commitment to social responsibility.