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Case Solution for The Royal Belgian Football Association Redesigning a World-Class Digital Strategy
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Get the The Royal Belgian Football Association Redesigning a World-Class Digital Strategy Case Study Solution and Analysis by Willem Standaert, Xiao Xiao, Ning Su, Matteo Balliauw | Case ID: W34853. We guarantee that this case solution is 100% original, official, and not AI-generated. It is a plagi...

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  • July 14, 2025
  • 14
  • 2024/2025
  • Case
  • Mr sam
  • A+

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THE ROYAL BELGIAN FOOTBALL ASSOCIATION:
REDESIGNING A WORLD-CLASS DIGITAL STRATEGY
CASE STUDY SOLUTION




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SYNOPSIS
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The Royal Belgian Football Association (RBFA) is a non-profit organization with a goal to organize,
develop, and promote all forms of football in Belgium. To achieve this goal, the RBFA regularly interacts
with many stakeholders including fans, commercial partners, association members, referees, and
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securitystewards. In 2021, the RBFA was eager to digitalize these interactions through the use of its mobile
application (app) and added many features to the app over the next two years to support a fluid road map.
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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
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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
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several important questions about how to prioritize digital initiatives in the future.




OBJECTIVES

• Understand the context of the digital strategy of sports organizations.
• Analyze dimensions of fan engagement initiatives.
• Identify potential ways to digitally engage with various stakeholders.




The Case Solution Starts From page 6

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ASSIGNMENT QUESTIONS
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1. How has the context for the RBFA’s digital strategy evolved?
2. How would you describe the RBFA’s digital strategy?
3. How can the RBFA’s fan engagement initiatives be characterized?
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4. What further digital stakeholder engagements should the RBFA implement and how should they be
prioritized?
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The Case Solution Starts From page 6

,ANALYSIS

1. How has the context for the RBFA’s digital strategy evolved?




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Regarding market context, there are some notable shifts occurring in the football landscape. For example,
fans identify with players more closely than with teams, based on values rather than on local or social




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anchoring. Fans also want to be entertained. Therefore, the RBFA is not only competing against other sports
organizations, it must also consider more general forms of entertainment as part of its competition. Fans



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are increasingly choosing new types of content, such as sports documentaries that provide behind-the-
scenes footage. Another important market segment to consider is commercial partners. The instructor
should remind students that commercial partners want more than just general exposure through sports; they
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expect to be able to target fans on a more granular level.

Regarding relevant technology trends, students should recognize that the RBFA has a clear presence on
both established social media networks, such as Facebook, and on more recent platforms, such as TikTok.
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The Case Solution Starts From page 6

, EXHIBIT -1: THE RBFA’S DIGITAL STRATEGY




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The Case Solution Starts From page 6

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EXHIBIT -4: CHARACTERISTICS OF DIGITAL FAN ENGAGEMENT
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The Case Solution Starts From page 6

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