The Belgian Football Association

– 6 years of work

« From the zero to hero »

Presentation : Benjamin Goeders - @bgoeders

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Servicing & Insuring 400.000 members & 2200 clubsOrganizing 11.000 matches per weekend

Administrating 250.000 matchsheets and ref. ReportsServicing 1 head, 9 regional offices & 1 nat traincentre

Managing 160 peopleManaging 90.000 affiliations & 30.000 transfers

Dealing with over 1.500 disciplinary casesOrganizing 130 events

Organizing the Cofidis Cup Training 6.000 Referees

Managing 800 volunteersSupporting & coaching all National Teams

Supporting, coaching & exploiting the Belgian Red Devils

• 2007, Dramatic situation

ImageRevenues

Bye Bye SupportersBye Bye Partners

Crisis

NEED BASIS

BE BELGIUMNO POLITICAMBIANCEMODERNYOUNG = FUTURE

Marketing Strategy

WE NEED TO HAVE

OUR OWN MEDIA PLAN.

WE NEED TO HAVE OUR OWN

PLATFORME OF COMMUNICATION

THAT WE CONTROL

>< MEDIA ALWAYS

NEGATIVE COMMUNICATE

STIMULATE the nation in case of good results

JUNE 2007 - EURO U21 – HOLLAND a glitch of hope??

WE FINISHED IN THE BEST 4

& QUALIFICATION FOR BEIJING 2008.

Mirallas,

Vandenborre,

Vermaelen,

Fellaini,

Lombaerts,

Vertonghen

The OLYMPICS were a big success…

FIRST EUROPEAN NATION

& FINISHED 4th AT THE TOURNAMENT

WE HAVE OUR PLAN

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.

3 STEPS

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 succesThe 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

THE SPONSORSARE

BACK IN THE HOUSE

Good for the Business

WE CAN NOW WORK ON THE

LICENSING/MERCHANDISING

THE SUPPORTERS ARE

BACK IN THE STADION

THE CARREFOUR STORY

BRING THE BELGIAN RED DEVILS

PRODUCTS NEARBY THE BELGIANS:

PROXIMITY

FIND A PARTNER IN THE RETAIL FOR

STRUCTURAL PARTNERSHIP

THE CARREFOUR STORY – THE RESULTS

400.000 ALBUMS SOLD220 MILLIONS OF

STICKERS

+300.000 OFFICIAL BELGIAN RED DEVILS

PRODUCTS

CARREFOUR = BELGIUM

Make Buzz is also our Business

THE BELGIAN RED DEVILS COACHGIVE TO OPPORTUNITY TO THE SUPPORTER’S COMMUNITY TO

ALSO BE ON THE COACH WITH THE BELGIAN RED DEVILSRANDOM 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 STORYMAY 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