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“We’re number 1 on the pitch and we want to be as good commercially” | Manu Leroy, Belgian FA

Once as low as number 66 in Fifa’s rankings, Belgium are now top of the world. But the legacy of an old-school partnership strategy left money on the table. The Belgian FA’s director of marketing, Manu Leroy, describes how a new approach with digital at its heart looks to address that.

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