Published on November 16th, 2022

Location: China

SPORTFIVE empowers regional partnership between Xiaohongshu and Royal Belgian Football Association

Xiaohongshu, a leading Chinese lifestyle platform, has established a strategic partnership with the Royal Belgian Football Association (RBFA).

Facilitated by the leading sports marketing agency SPORTFIVE, the platform becomes the Greater China Official Regional Partner of the Royal Belgian Football Association as well as the Official Exclusive Interactive Content Community Partner. 

This partnership adds another momentum to Xiaohongshu’s accumulation of its global sports assets, after SPORTFIVE managing to bring the platform and American Ultimate Disc League together earlier in August. With the collaboration with the RBFA, this milestone will witness Xiaohongshu’s one more solid step towards its ambitious plan of building an innovative lifestyle content community. By leveraging its extensive market intelligence, unparalleled global network, and vast experience in communicating with fans effectively both online and offline, SPORTFIVE will keep providing Xiaohongshu with one-stop sports consulting service. With the upcoming FIFA World Cup Qatar 2022™, SPORTFIVE will quickly customize a series of activations for both sides, leading to a win-win situation.

We are looking forward to showing the Chinese audience the Belgian Red Devils’ spirit.

Manu Leroy, Royal Belgian Football Association's Marketing & Communications Director

As RBFA’s exclusive commercial partner in China since 2019, SPORTFIVE delivers continuous efforts in growing the RBFA’s roster of brand partners, its digital presence, and fans experience in China. To interact with Chinese supporters in a more direct way, a dedicated digital team was built by SPORTFIVE, helping the Red Devils launch its first official account on Chinese social platform Weibo in 2019.

SPORTFIVE assisted the RBFA in launching its official account on Xiaohongshu on November 14th to reach Chinese football fans. Along with match highlights, and other content on the pitch in innovative and localized formats, the account will also share Belgian pop culture, music, and art etc., acting as a window to immerse millions of Xiaohongshu users with authentic Belgian lifestyle.

The spirit of "Red Devil" matches the brand persona of Xiaohongshu - "Red" and its commitment to "inspiring life", leading to valuable and relevant content generation for users as well as prospective cooperation between two sides. The partnership enables Xiaohongshu to activate branded promotional campaigns during the FIFA World Cup Qatar 2022™ while bringing Chinese fans closer to RBFA than ever via lifestyle-driven contents focused on the RBFA's rich culture. The RBFA's presence on the platform will also return the RBFA with access to Chinese Gen Z fans and strengthen its relationship with female supporters. 

Royal Belgian Football Association 's Marketing & communications Director , Manu Leroy said "We are excited to team up with Xiaohongshu to engage with football fans in China, especially during the FIFA World Cup Qatar 2022™. We are looking forward to showing the Chinese audience the Belgian Red Devils’ spirit."

Echo Li, Managing Director, Greater China & Senior Vice President, Global Partnerships at SPORTFIVE, said "We are proud to have facilitated the partnership between Xiaohongshu and RBFA and are excited to see how this collaboration could provide Xiaohongshu's users with an unparalleled experience and support the RBFA's long-term fan growth and engagement in China."

Sports-related content on Xiaohongshu has become more diverse and vibrant in recent years. Ahead of the FIFA World Cup of Qatar 2022TM, Xiaohongshu is featured on EPL's pitch-side LED screens to share and discover the world's wonders with a global audience. The latest collaboration between Xiaohongshu and the Royal Belgian Football Federation is not only an important step in presenting Xiaohongshu's innovative approach to building a lifestyle trends content community on an international stage marked by an event like the World Cup, but also a significant strategic move to continue boosting its global sports resources.


    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.


    With the mission to "inspire lives," Xiaohongshu is a lifestyle platform that inspires people to discover and connect with diverse lifestyles. Millions of users showcase their experiences on the platform daily, from cosmetics and beauty to fashion, food, travel, entertainment, fitness, and childcare, brought to life visually through a variety of formats, including photos, text, videos, and live streaming. The innovative platform integrates the authentic content shared by its community with commerce, quickly becoming one of the most popular destinations for making lifestyle decisions.


    The Royal Belgian Football Association (RBFA) was founded in 1895 and is the official representative of Belgian football. Based in Tubize, South East from Brussels, it was a founding member of FIFA in 1904 and UEFA in 1954. As one of the 13 original teams to take part in the first World Cup, the Royal Belgian Football Association has a distinguished history in FIFA A competition. The squad has been known as the Red Devils since 1906.

    Throughout its history, the Royal Belgian Football Association has participated in 14 World Cups, winning the third place once and finishing forth. Belgian football enjoyed a golden era in the 1980s and 1990s, finishing fourth at the 1986 World Cup. At the 2014 World Cup, the team showed a great deal of young talent, which enabled the team to reach the final eight. Additionally, this golden generation placed third at the 2018 World Cup. As a result of their strong performances on international days, Belgium is ranked second in the latest FIFA national league rankings. After six wins, two draws, and no defeats, the European Red Devils entered the World Cup unbeaten.

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