Broadcom narrows the channel – Why Proact becomes a strategic anchor for customers
Since the acquisition of VMware by Broadcom, the VMware partner ecosystem worldwide has undergone one of the most significant structural changes in its history. Broadcom is fundamentally reshaping how partners are authorised, moving away from a broad set of partners towards a smaller, highly qualified group of strategic partners.
This has significantly reduced the number of partners that are allowed to:
- Sell VMware subscriptions
- Process renewals
- Operate VMware-based cloud services
For many organisations, these changes directly affect contract continuity, operational stability, platform strategy and risk management.
In this blog you’ll find out exactly what has changed in the VMware partner ecosystem, why this matters for customers and most importantly, how Proact can actively help customers stabilise, modernise and future-proof their VMware environments
A changing partner ecosystem: a clear chronology
2024 – Broadcom ends VMware Partner Connect
After completing the VMware acquisition, Broadcom shut down VMware’s long-standing Partner Connect program and replaced it with the Broadcom Advantage Partner Program. This marked the end of the traditional, broadly accessible VMware partner ecosystem and the start of a much more selective model.
2025 – Broadcom starts actively reducing the partner base
Throughout 2025, Broadcom made it clear that: It wants fewer, but more strategically focused partners. The focus is shifting from transactional resale to full platform lifecycle delivery. Partners are now evaluated based on: Technical depth, operational maturity, cloud and platform delivery capabilities and their strategic alignment with VMware Cloud Foundation.
Late 2025 – VCSP becomes invitation-only
Broadcom then announced that the VMware Cloud Service Provider (VCSP) program would move to an invitation-only model. Many existing providers were informed that they would no longer be authorised to sell new VMware contracts or renew subscriptions after the transition period.
This is the point where many customers started to realise their current provider may soon no longer be able to sell, renew or commercially support our VMware platform.
2026 – Proact is selected as authorised VCSP in 12 countries
On January 27, 2026, Proact announced that it has been officially selected as an authorised VMware Cloud Service Provider (VCSP) under the Broadcom Advantage Partner Program across 12 countries.
This means Proact belongs to a very limited group of partners that are allowed to sell VMware subscriptions, handle renewals, deliver VMware-based cloud services and operate VMware platforms long-term.
Why this is a critical moment for existing VMware customers in Europe
1) Commercial and contractual risk
If your current technology partner is no longer included in the Broadcom Advantage Partner Program as an approved reseller or VMware cloud service provider, they will no longer be able to renew contracts, extend subscriptions or deliver new services.
2) Platform strategy risk
Broadcom is clearly pushing customers towards VMware Cloud Foundation and full-stack platforms. This requires partners who can design complex architectures, migrate environments, operate and optimise platforms long-term. Not all former VMware partners can do this.
3) Operational stability and compliance
With major geopolitical shifts, we have seen that many European organisations now depend on data sovereignty, regulatory compliance, predictable operations and a securely designed hybrid cloud model. These requirements make partner choice a strategic decision, not a procurement detail.
Why Proact is more than “just another VMware partner”
Proact is not only authorised – Proact is positioned to actively solve the problems customers are facing right now.
1) A safe harbour for licenses, renewals and contracts
Proact can take over existing VMware contracts, handle renewals, structure future subscription models and ensure commercial continuity This alone removes a huge amount of risk and uncertainty for customers whose current partners are losing authorisation.
2) Proact Hybrid Cloud – VMware-based, European, sovereign
At the heart of Proact’s strategy is Proact Hybrid Cloud, built on VMware technology.
This gives customers familiar VMware-based cloud platforms all the features they’ve come to know and love, it’s operated from European data centres by EU personnel. With a focus on Data sovereignty, compliance, performance, predictability and long-term stability
We ensure that Proact Hybrid Cloud allows customers to modernise without losing control, combine on-prem and cloud, avoid forced migrations and keep VMware as a strategic technology partner — in a supported, future-proof way
3) Full lifecycle capability – not just infrastructure
Proact supports customers across the entire VMware journey from strategy & architecture, platform modernisation, migration & transformation, service operations & managed services, optimisation & cost control, security, backup, resilience and compliance
This is exactly the kind of end-to-end capability Broadcom is demanding from its strategic partners.
4) A trusted European partner at scale
With presence in 12 countries, Proact can support international organisations, provide consistent service models, combine local compliance with central governance, act as a long-term strategic platform partner.
Now is the right time to act
Broadcom is fundamentally restructuring the VMware ecosystem in Europe. Partner choice is no longer a formality; it is now a strategic risk and continuity decision.
Proact, as an authorised VMware Cloud Service Provider in 12 countries, offering contract and renewal security, a VMware-based sovereign hybrid cloud platform, full lifecycle platform services and long-term strategic stability
If you are unsure about your current VMware partner status, upcoming renewals, or your long-term platform strategy, now is the right time to talk to us.
Contact us. We will review your situation, assess your risks, and show you how Proact can secure and modernise your VMware environment – without unnecessary disruption.