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    The Belgian Football Association

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    Jason del Ponte
    The Belgian Football Association has worked for 6 years to improve its image and marketing strategy after facing a crisis in 2007. It signed media partnerships to increase exposure, launched campaigns like "We Believe" and "We Are All Part of the Team" to connect with fans, and saw success in increasing supporters and sponsors. Partnerships with companies like Carrefour helped sell merchandise and products. Initiatives such as putting fans on the team bus and collaborating with musician Stromae on a song further engaged supporters. The association's long-term marketing strategy focused on communicating its values, attracting fans and partners, and being prepared for potential downturns.

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    The Belgian Football Association

    Uploaded by

    Jason del Ponte
    44 views24 pages
    The Belgian Football Association has worked for 6 years to improve its image and marketing strategy after facing a crisis in 2007. It signed media partnerships to increase exposure, launched campaigns like "We Believe" and "We Are All Part of the Team" to connect with fans, and saw success in increasing supporters and sponsors. Partnerships with companies like Carrefour helped sell merchandise and products. Initiatives such as putting fans on the team bus and collaborating with musician Stromae on a song further engaged supporters. The association's long-term marketing strategy focused on communicating its values, attracting fans and partners, and being prepared for potential downturns.

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    The Belgian Football Association

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    The Belgian Football Association has worked for 6 years to improve its image and marketing strategy after facing a crisis in 2007. It signed media partnerships to increase exposure, launched campaigns like "We Believe" and "We Are All Part of the Team" to connect with fans, and saw success in increasing supporters and sponsors. Partnerships with companies like Carrefour helped sell merchandise and products. Initiatives such as putting fans on the team bus and collaborating with musician Stromae on a song further engaged supporters. The association's long-term marketing strategy focused on communicating its values, attracting fans and partners, and being prepared for potential downturns.

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    © All Rights Reserved
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    Flag for inappropriate content
    Download as pdf or txt
    44 views24 pages

    The Belgian Football Association

    Uploaded by

    Jason del Ponte
    The Belgian Football Association has worked for 6 years to improve its image and marketing strategy after facing a crisis in 2007. It signed media partnerships to increase exposure, launched campaigns like "We Believe" and "We Are All Part of the Team" to connect with fans, and saw success in increasing supporters and sponsors. Partnerships with companies like Carrefour helped sell merchandise and products. Initiatives such as putting fans on the team bus and collaborating with musician Stromae on a song further engaged supporters. The association's long-term marketing strategy focused on communicating its values, attracting fans and partners, and being prepared for potential downturns.

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    © All Rights Reserved
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    of 24

    The Belgian Football Association

    – 6 years of work

    « From the zero to hero »

    Presentation : Benjamin Goeders - @bgoeders


    /
    Servicing & Insuring 400.000 members & 2200 clubs
    Organizing 11.000 matches per weekend
    Administrating 250.000 matchsheets and ref. Reports
    Servicing 1 head, 9 regional offices & 1 nat traincentre
    Managing 160 people
    Managing 90.000 affiliations & 30.000 transfers
    Dealing with over 1.500 disciplinary cases
    Organizing 130 events
    Organizing the Cofidis Cup
    Training 6.000 Referees
    Managing 800 volunteers
    Supporting & coaching all National Teams
    Supporting, coaching & exploiting the Belgian Red Devils
    • 2007, Dramatic situation
    Image
    Revenues
    Bye Bye Supporters
    Bye Bye Partners

     Crisis
    Marketing Strategy

    WE NEED TO HAVE
    NEED BASIS OUR OWN
    PLATFORME OF
    BE BELGIUM COMMUNICATION WE NEED TO
    NO POLITIC THAT WE HAVE
    AMBIANCE CONTROL OUR OWN
    MODERN >< MEDIA PLAN.
    YOUNG = MEDIA ALWAYS
    NEGATIVE
    FUTURE
    COMMUNICATE

    STIMULATE the nation in


    case of good results
    JUNE 2007 - EURO U21 – HOLLAND  a glitch of hope??

    Mirallas,
    Vandenborre,
    Vermaelen,
    Fellaini,
    Lombaerts,
    Vertonghen

    WE FINISHED IN THE BEST 4


    & QUALIFICATION FOR BEIJING 2008.
    The OLYMPICS were a big success…

    FIRST EUROPEAN NATION


    & FINISHED 4th AT THE TOURNAMENT

    WE HAVE OUR PLAN


    3 STEPS

    1. Sign a significant number of Media Partnerships to give more


    exposure to the different products of the Belgian Football
    Association…

    2. Manage a yearly media budget of 1.2 millions of Euro.


    Print-Press, Outdoor Advertising & TV (included in our TV-
    Rights)

    3. Request for a budget to create a campaign


     We finally received 50.000€ budget for a year.
    After three Months of Work –> “We Believe” is born.

    THE GLORIES OF THE BEGIAN FOOTBALL SAID :


    « WE BELIEVE IN THIS YOUNG GENERATION »
    BAD RESULTS
    - Too soon ELIMINATED

    Nevertheless…

    The creation of a campaign long theme was a succes


    The future of this new generation is still alive, not
    compromised.
    We get more credibility.
    In February 2010, started working on the new image campaign
    for the qualification for the EURO 2012

    We added news directives :

    • Focus on the players


    • Include the people « envolved » in the football
    in Belgium.
    • Modernity, creativity
    • Not result related
    The “We Are All Part Of The Team” Campaign is born…
    Our agency suggested us to play with pieces of puzzle

    We didn’t qualify but a big succes.


    4000 supporters were in Germany for the last qualifier.
    The qualification campaign for EURO 2012…

    We didn’t qualify but a big succes.


    4000 supporters were in Germany for the last qualifier.
    March 2012…

    • More focus on the players


    • Including the supporters
    • Create a direct link between supporters &
    players via the social media.
    • Take the risk to link with the results.
    800.000
    Fans
    120.000
    Followers

    900.000
    Fans
    Good for the Business

    THE SPONSORS THE SUPPORTERS WE CAN NOW


    ARE ARE WORK ON THE
    BACK IN THE BACK IN THE LICENSING/MER
    HOUSE STADION CHANDISING
    THE CARREFOUR STORY

    FIND A PARTNER IN
    THE RETAIL FOR
    STRUCTURAL
    PARTNERSHIP

    BRING THE BELGIAN


    RED DEVILS
    PRODUCTS NEARBY
    THE BELGIANS:
    PROXIMITY
    THE CARREFOUR STORY – THE RESULTS

    400.000 ALBUMS SOLD


    220 MILLIONS OF
    STICKERS
    +300.000 OFFICIAL
    BELGIAN RED DEVILS
    PRODUCTS

    CARREFOUR = BELGIUM
    Make Buzz is also our Business
    THE BELGIAN RED DEVILS COACH
    GIVE TO OPPORTUNITY TO THE SUPPORTER’S COMMUNITY TO
    ALSO BE ON THE COACH WITH THE BELGIAN RED DEVILS
    RANDOM ACT OF KINDNESS

    MORE THAN 12.000 FANS

    SUPPORTERS, SPONSORS…TOUS
    ENSEMBLE

    A LOT OF COMPANIES TRY TO


    RENT THE BUS TO RANTOUR
    THE STROMAE STORY
    MAY 2013, WE APPROACHED STROMAE to make the OFFICIAL
    SONG of THE BELGIAN RED DEVILS if QUALIFICATION  THE
    ASSOCIATION OF THE 2 HOTTEST BELGIAN PRODUCTS

    Millions of views in
    EUROPE in few days

    BBC, TF1, ZDF, NOS,…

    THE « GO DEVILS » BEST


    STAYED 5 WEEKS N°1
    Une stratégie marketing se construit au fil des
    années…

    •Donner une structure à votre produit


    •Imposer votre produit (media plan)
    •Communiquer les valeurs de votre produit.
    •Créer une dynamique qui pourra devenir commerciale.
    •Attirer les supporters
    •Attirer les partenaires.
    •Developper le merchandising
    •Et finalement, si possible élargir votre cible.

    Et surtout se préparer à la chute…


    Bedankt
    Merci
    Thanks

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