The discussion starts here

Play Sports


As one of the biggest sports channels in Belgium, Play Sports is the place to be if you want to experience live sports at home. They broadcast the biggest range of different sports on national tv, but Belgian football is still the main reason fans subscribe to their channel. And the rights to Belgian football aren’t exclusively owned by them.

The Challenge

How do you claim Belgian football, when people can watch it just as well on the channels of your competitors?

The Solution

Football is much more than only the matches themselves. It’s a topic that is discussed on the streets, at home, in the media, … So we decided to claim the discussions about football. How? By starting them wherever we could with bold quotes about the upcoming season. This way we showed our involvement in football culture and gave fans an extra reason to watch their favorite game on our channel.


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