Pieter Maenhout works with the Royal Belgium Football Association as the Fan Relationship Manager as a fan is more than a customer.
On this Sports Geek Podcast you will learn:
- Why Pieter works in a FRM not a CRM
- The difference between a customer and a fan
- Why UEFA is so focussed on fans, including using fan boards so they have their day
- How digital and marketing were developed as the Belgium Red Devils players developed
- Importance of marketing being connected with players
- Success of Belgium Challenges campaign to connect fans with players
- Why the fan's passion resulted in a town called Yellow to be renamed Red
- What was the focus of Belgium Red Devils during World Cup?
- What is your Belgiumised name? A great way to connect with fans around the world
Resources from the podcast
- Connect with Pieter Maenhout on Twitter (@PieterM23) and on Linkedin
- Check out Royal Belgium Football Association – http://www.fotball.no/
- Belgium Red Devils on Facebook, @BelRedDevils on Twitter and @BelgiumRedDevils on Instagram
- Have you signed up for weekly Sports Geek News?
SportNXT – Melbourne – 7-9 September 2026
Join Sean Callanan and sports executives from around the world to shape the future of sport.
Digital To Dollars is the five-pillar process pro teams and leagues have used for a decade to turn digital audiences into revenue, and it’s coming soon as a self-paced program. Those on the waitlist will get 20% off upon launch.
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