B – With the Royal Decree dated January 31, 2026, the newly founded European umbrella association, the EAC (European Associations Cooperation) has become a legal entity. The articles of incorporation were filed in the Business Register in Brussels on February 17, 2026, and the company’s identification number was issued. Thirteen national European promotional products associations from Belgium, Germany, France, Great Britain, Italy, the Netherlands, Norway, Austria, Poland, Sweden, Switzerland and Spain are currently organised under the umbrella of the EAC, which has the legal status of a Belgian IVZW/AISBL (International non-profit-making association). Founding such a Belgian, non-profit organisation requires a special procedure including recognition by the Belgian King, which as a rule takes several months. In spite of this, the EAC chose Brussels as its headquarters because of its proximity to European legislation.
The work of the umbrella organisation, which, in addition to lobbying and representing the members’ interests vis-à-vis political decision-makers, includes further education, digitalisation, the collection of industry data and sustainability, is however carried out in a decentralised manner. For example, the individual national associations each form task forces, each responsible for one of the association’s key topics
Industry players should mark the second International Leadership Summit (ILS) down in their diaries as an important date. The Summit is being jointly organised by the EAC and the North American industry association, the PPAI and will take place in La Hulpe, Belgium from June 8-10, 2026.
