From the Field to the Boardroom: How Former Olympian Manu Leroy is Redefining Sports Marketing at RBFA

Manu Leroy’s journey from being a professional hockey goalkeeper to leading the marketing and commercial strategy of the Royal Belgian Football Association (RBFA) is a testament to the evolving role of athletes in sports governance. As the Chief Marketing Officer of RBFA, Leroy has been instrumental in transforming the federation’s commercial landscape, doubling its revenue, and pioneering digital innovations. In this exclusive conversation with iSportConnect’s Taruka Srivastav, he delves into RBFA’s strategic partnerships, digital expansion, and the evolving sponsorship ecosystem, shedding light on how Belgium’s football federation is navigating the modern sports business landscape.

You’ve had an incredible journey as a former Olympian and hockey player. How did you transition into your current role at the RBFA?

I’ve always combined my passion for sports with my professional career. Back when I was playing hockey, it was semi-professional, so I had to work alongside my sports career. I started in advertising, then moved to Telenet, where I handled sports channels and sponsorship marketing. Eventually, I joined the RBFA, where everything came together. As the CMO, I oversee marketing, commercial partnerships, and fan engagement, which includes everything from campaigns to content production and press relations.

The RBFA has grown significantly in recent years. How did you approach the commercial side of things to drive this growth?

When I joined in 2019, the RBFA was coming off a successful World Cup in Russia, but the commercial side wasn’t reflecting that success. We started by benchmarking against other federations with help from UEFA’s GROW program. We created a new commercial plan from scratch, focusing on renewing existing partnerships and adding new ones. Within three years, we more than doubled our commercial revenue. Our partners include major (Belgian) brands like ING, adidas, Proximus, Jupiler, BMW, Coca-Cola, and PwC, among others.

Digitalization has been a key focus for the RBFA. Can you tell us about your digital strategy?

In 2021, we launched the RBFA app to build direct relationships with fans and collect data. The app allows amateur players to check schedules, stats, and rankings, while fans can access content and live streams. We’re now rebuilding our entire IT infrastructure and football management system with a partner from the United States, Orion. This will take about two and a half years, with the new system expected to be ready for the 2027-28 season. Our data strategy is also a big focus, as we aim to optimize communication and fan engagement.

How do media rights work for the RBFA, especially for national teams?

UEFA handles the centralized sales of media rights for our men’s national team, so we receive revenue from that. For the women’s national team, we manage the media sales ourselves, though the numbers are smaller. The league handles the rights for the first and second divisions, as well as the top-tier competitions. This structure allows us to focus on other revenue streams while UEFA manages the bulk of media rights.

How do you decide on sponsorship categories, and are they fixed or flexible?

Categories aren’t fixed; they can expand or change depending on opportunities. For example, if we lose a partner in one category, we can explore new ones. However, we limit the number of top partners to ensure we can deliver value to each. We also explore regional partnerships, like in China or the US, especially around major tournaments. For instance, leading up to the World Cup in the US, we’re looking for partnerships with US-based brands.

Are you open to partnerships with sports tech startups or innovative companies?

Absolutely. We’re part of two accelerators—HYPE (international) and Sports Tech Belgium (local)—where we collaborate with startups to test new technologies. It’s a win-win situation: they get to pilot their innovations, and we get access to cutting-edge solutions. We’re particularly interested in sports tech and traditional tech companies like Microsoft or Amazon.

Are there any global sports partnerships that have inspired you?

The resurgence of crypto partnerships has been interesting, though it’s a tricky category for us due to Belgium’s strict anti-money laundering laws. We’re also inspired by partnerships with tech giants and innovative brands. For us, the focus is on finding partners that align with our values and can bring something unique to the table.

What categories are currently open for partnerships at the RBFA?

We’re actively looking for partners in several categories, including tires, food delivery, pharmaceuticals, retail, and energy. These are areas where we see potential for growth and alignment with our brand. Once we fill these categories, our sponsorship portfolio will be largely complete.

What’s next for the RBFA in terms of growth and innovation?

We’re focused on rebuilding our IT infrastructure and enhancing our digital capabilities. We’re also preparing forthe World Cup qualifiers, and looking to expand our regional partnerships. Our goal is to continue growing our commercial revenue while delivering value to our fans and partners.

Any advice for brands looking to partner with sports organizations like the RBFA?

It’s important to align with the values and goals of the organization. For us, partnerships are about more than just revenue—they’re about creating meaningful connections with fans and contributing to the growth of football in Belgium. Brands should bring something unique to the table, whether it’s innovative technology, a strong local presence, or a shared commitment to the sport.