Play Sports – Launching Belgium's most complete sports offering
Putting Play Sports' most complete sports offering to date under the spotlight.
For the 2026–2027 season, Play Sports launched Belgium’s most complete sports offering, spanning everything from the Champions League and Croky Cup to tennis, golf, the NBA, and the NFL. To complement the expanded programming, Play Sports also unveiled two new weekend programmes, presented by four well-known faces from the Flemish sports world: Gilles De Coster, Dennis Xhaët, Ruben Van Gucht and Caro Houbreghts. To put this new offering under the spotlight in Flanders and Brussels, Telenet partnered with us for press strategy and event support. Our goal was clear: keep the sports content front and center while driving sharp, consistent coverage across every headline.
Our approach:
- Strategy & scripting: We structured the press event around an authentic conversation between Dieter Nieuwdorp (Chief Commercial Officer Residential & SOHO at Telenet) and Bram Lambert (Play Sports presenter). This gave journalists a genuine discussion to report on rather than a rigid corporate announcement. We authored the full event script, and created a rigorous Q&A to prepare the team for tough questions.
- Video production: To give the show-reveal a moment of its own, we produced a video introducing the four new presenters during the press event. To build pride and buy-in from Telenet group employees, we created a second video for internal communication starring Dieter Nieuwdorp.
- Press relations: We built the press release around the offering's most compelling figures and led targeted outreach to key Dutch-speaking media outlets.
- Event organisation: We managed the press event at the Play Sports studio end-to-end, handling everything from press logistics to fully briefed spokespeople on the day itself.
Our results:
- 25+ articles secured across Flemish and Dutch-speaking media. Coverage picked up exactly the core message we were aiming for: Belgium's most complete sports offering, with the right focus in the headlines.
- A standout reveal moment for the four new presenters.
- A positive response internally too, with the video featuring Dieter Nieuwdorp bringing the story to life for employees as well.
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