“Bring Passion Back, Keep Racism Out”

“Bring Passion Back, Keep Racism Out”

This weekend marks the gradual return of supporters to Belgian stadiums. From this Friday, supporters will once again be able to cheer their favourite team to victory. In a unique campaign spot, the Pro League and Jupiler invite fans to do it with passion, but without racism with the slogan: Bring passion back to the stadiums but not racism.

Since the global Covid-19 pandemic, football matches have only been played in empty stadiums. Belgium also had a start to the championship without an audience as football became different than what has been the norm. With supporters returning this weekend, the Pro League and title sponsor Jupiler are running a spot highlighting the most important differences in the matchless match experience: no cheering, no chanting, no of passion. But also … no racism. Covid-19 has in a way eliminated racist and discriminatory chants from the stadiums.

“Football hasn’t been the same in recent months. We all missed the passion and experience of our matches. What was not lacking, however, are the negative behaviours that harm our sport, such as racism sometimes emanating from the stands. We are very happy to be able to welcome the supporters and their passion once again this weekend. But we hope that together racism will not make a comeback. This is the reason why the spot carries a message full of hope, but without ambiguity: “Bring passion back. Keep racism out, ”says Stijn Van Bever, Head of Communication of the Pro League.

“Like the hundreds of thousands of football fans in our country, we missed the unique experience of a live football match. And now that the public’s return is possible, we hope that the passion for football will return once again. But without racism. As the favourite beer of Belgians, we consider it our responsibility to spread this message, ”says Josse Peremans, Marketing Manager of Jupiler. The campaign was designed by BBDO Belgium and is supported by Jupiler, partner of the Pro League and naming sponsor of the Jupiler Pro League.