ING puts start-ups on the map with "Start like a lion" campaign
Free advertising for 500 start-ups spread across more than 20 Belgian cities
ING Belgium kicks off the new year with a national campaign that shines a spotlight on 500 starting entrepreneurs. What truly sets this campaign apart is that ING is not using its marketing power to promote itself, but to promote these fledgling entrepreneurs and their businesses. Through the “Start Like a Lion” campaign, young businesses receive a boost via digital out-of-home, banner ads and geotargeted social media advertising, helping them reach local customers as efficiently as possible. With this initiative, ING reinforces its positioning as the go-to partner for start-ups.
Starting a business often comes with challenges such as administrative hurdles, financial strain, delayed customer acquisition and limited visibility. And all this before revenue starts coming in.
Saskia Bauters, Head of Business Banking at ING Belgium: "Starting a business requires courage, focus and visibility. With this campaign, we remove a barrier that many start-ups face in their first months: being found. By leveraging our media power locally, we give 500 entrepreneurs a stage in more than 20 cities, right where their customers are. This accelerates their first client acquisition and helps them secure a place in their market.”
By literally putting start-ups on the map, ING supports them not only financially, but also commercially.
Join us and start like a lion!
The "Start Like a Lion" campaign runs from early January to the end of February 2026 in more than 20 Belgian citnies.
Ready to make your business visible? Find out all the benefits of the ING Starter Package and how you can be part of this campaign via ing.be/start.
About ING
ING Belgium is a universal bank that provides financial services for private individuals, businesses and institutional customers. ING Belgium S.A./N.V. is a subsidiary of ING Group N.V. via ING Bank N.V. (www.ing.com).
ING is a global financial institution with a strong European base, offering banking services through its subsidiary ING Bank. The purpose of ING is: empowering people to stay a step ahead in life and in business. ING’s more than 60,000 employees offer retail and wholesale banking services to customers in over 100 countries.
ING Group shares are listed on the exchanges of Amsterdam (INGA NA, INGA.AS), Brussels and on the New York Stock Exchange (ADRs: ING US, ING.N).
ING aims to put sustainability at the heart of what we do. Our policies and actions are assessed by independent research and rating agencies, which give updates on them annually. ING’s ESG rating by MSCI was reconfirmed by MSCI as ‘AA’ in August 2024 for the fifth year. As of December 2023, in Sustainalytics’ view, ING’s management of ESG material risk is ‘Strong’. Our current ESG Risk Rating is 17.2 (Low Risk). ING Group shares are also included in major sustainability and ESG index products of leading providers. Here are some examples: Euronext, STOXX, Morningstar and FTSE Russell.
Gianni De Muynck