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