The Royal Belgian Football Association: Redesigning a World-class Digital Strategy

Willem Standaert, Xiao Xiao, Ning Su, Matteo Balliauw

Publikation: AndetUndervisningscase


The Royal Belgian Football Association was a non-profit organization based in Brussels, Belgium that had a goal to organize, develop, and promote all forms of football in the country. To achieve this goal, it regularly interacted with many stakeholders including fans, commercial partners, association members, referees, and brand stewards. In 2021, the association was eager to digitalize these interactions through the use of its mobile app and added many features to the app over the next two years to support a fluid road map. However, during those two years, the performance of marquee teams was disappointing. More than ever, it seemed important to engender continuous digital engagement with stakeholders as a basis for further commercial growth. In March 2023, the director of marketing and communication and the director of digital, innovation, and technology were reviewing and assessing the association’s digital strategy, especially during the previous two years, and strategizing about the future. Their assessment revealed several important questions about how to prioritize digital initiatives in the future.
Publikationsdato23 jan. 2024
UdgivelsesstedLondon, ON
UdgiverIvey Publishing
Antal sider13
StatusUdgivet - 23 jan. 2024