It's a pity but money is needed. And I imagine Middelkerke under Dedecker ( strong man image) would not accept Gent as start name when it does not start in Gent anymore. Unlike some other places who allowed the name to remain the same. Not sure why they did not go for something like Flanders Fields Classic, instead of In Flanders Fields though.
Well I do get it, historic aspect, famous poem and all that.
In fact i just read an interview, where Dedecker says the new name branding needs time to become accepted. And so he felt he needed the contract to be for 10 years. Clearly he wants to promote Middelkerke tourism and it's casino.