Big #FLAMETIME campaign gets Belgians all fired up for Belgian Red Flames

Royal Belgian Football Association fires up Red Flames fans in the run up to the European Championship in England:

  • Red Flames get their own fan village in hometown Leuven
  • “Bondgenotenlaan” avenue to be transformed into the Walk of Flame
  • Loyalty action gives fans the chance to go looking for ‘Flames’ and rewards them with goodies
  • ‘Meet The Flames’ offers unique glimpse behind the scenes with the Flames

The Red Flames recently gained their own Fan Day and their very own shirts. Now, the Belgian Football Association is going one step further. The RBFA is launching #FLAMETIME, a big campaign devoted entirely to the Red Flames, both during the run up to our women’s second-ever European Championship and the event itself.

Following last year’s #DEVILTIME, the RBFA will now spark some excitement with #FLAMETIME. The Belgian Red Devils played in the Nations League against Poland wearing the new black shirts from the Red Flames. With this subtle gesture they almost literally passed the baton to our national women. With its #FLAMETIMEcampaign, the Royal Belgian Football Association is also demonstrating just how serious it is about setting the Belgian fans as much on fire for the national women’s team as for their male counterparts.

“Our #FLAMETIME campaign is a new variant of last year’s successful #DEVILTIME campaign. The campaign aims to fuel the enthusiasm of our supporters for the European Women’s Championship and give our top ladies an extra boost in giving a great performance at this tournament.” ​
Manu Leroy, marketing and communication director at the RBFA

Their own fan village

The highlight of the #FLAMETIME campaign is the fan village in Leuven, as the home of the Flames. Following their own Fan Day and own shirts there is another first. On Sunday 10 July, the RBFA will open the fan village on the “Martelarenplein” square. Supporters will be able to watch all matches for free on the big screen, during which MNM and StuBru will broadcast live radio from there. Those who wish can spend a few hours in the fan village before the match and enjoy plenty of extra entertainment, such as a panna football cage, football darts and an obstacle run. Those seeking inner refreshment will also find food and drink there.

The Flames will face Iceland (10 July), France (14 July) and Italy (18 July) in the group’s stage. Supporters will also be able to come to the fan village to watch their matches in case they qualify for the knock-out phase.

Walk of Flame

However, there is even more to #FLAMETIME than the Flames’ very first fan village. On Monday 27 June, the RBFA will transform the “Bondgenotenlaan” avenuein Leuven into a Hollywood-style ‘Walk of Flame’, featuring the relevant stars. From then until late July, between the “Martelarenplein” square and the “Justus Lipsiusplein” square, you will find all the selected Flames on their own “Hollywood star”, together with banners showing photos of those selected to defend our national pride in England.

“The Flames are our national football heroines. So they certainly deserve a Walk of Flame. This is also the perfect way to highlight the squad list even more and boost the fame of each player.” ​
Katrien Jans, Women’s Football Manager at the RBFA

Finding out more about the Flames with a fun loyalty action

The RBFA has also devised an amusing way to get the supporters even more excited. As from Monday 20 June, supporters can go hunting for “Flames”. These “Flames” are then collected by scanning QR codes via the Belgian Football Association app. This will require the latest version of our RBFA app (11.6.1). The codes can be found at RBFA partners, in the fan village, on the ‘Walk of Flame’ or on the RBFA’s digital channels.

Points are collected for each flame you scan. These points give fans access to great experiences, such as a tour of the Proximus Basecamp in Tubize or goodies, such as shirts signed by the Flames and lots of other extras. More info about the action can be found on or in the RBFA app.

Unique glimpse behind the scenes

Those wishing to discover more about our national football heroines can now top up their knowledge with the RBFA app. In the series ‘Meet the Flames’ the RBFA gives fans a unique glimpse behind the scenes with 8 players from our Belgian Red Flames. You can also see all kinds of fun content from before, and even during and after their matches at the European Championship. Those wishing to compete with other Flames fans can use the RBFA app to make their predictions for the Red Flames matches during the EURO. On top of the honour, there is also the chance to win a shirt signed by the Flames.The RBFA is giving fans a flavour of #FLAMETIME with the following, spectacular campaign video.

Pierre Cornez

Press Officer RBFA




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