Proximus
Royal Belgian Football Association: Earn your cap
Details
Clients
Proximus
Industry
Sport
Introduction
What happens when the home of the Red Devils and Red Flames is ready to welcome visitors, but the players aren't around? Proximus and the Royal Belgian Football Association (RBFA) saw an opportunity to make every visit count.
As the naming sponsor of the Proximus Basecamp in Tubize, Proximus wanted to bring the home of Belgian football to life while showcasing the technology and innovation behind the experience. For the RBFA, the ambition was to make the proximus Basecamp accessible to football fans throughout the year and to strengthen the connection between supporters and the Belgian national teams. Together, Proximus and the RBFA set out to create a tour that would do more than open doors. In collaboration with yondr, they developed an interactive experience across nine stops, combining 360° video, AR, games and interactive storytelling to bring the Basecamp to life. Because when the players aren't around, you need a pretty good way to make it feel like they are.
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The Challenge
The Proximus Basecamp is full of stories, but most of them happen behind closed doors. Training sessions, team talks and match preparations are all part of life at the home of the Red Devils and Red Flames — yet visitors rarely get to see them firsthand. The challenge was to bring that world to life, even when the players weren't there. How do you turn empty rooms and training facilities into an experience that feels immediate, personal and full of energy? Every moment on site had to count.




Experience
Nine stops. Plenty of behind-the-scenes access. The result is an interactive tour with nine stops, each offering a different perspective on life at the national teams' Basecamp. Through immersive content and interactive technology, visitors can explore spaces and moments they wouldn't normally get to experience for themselves. Want to know what it feels like when the players arrive for an international campaign? A 360° experience puts you right in the middle of it. Curious about life behind the scenes for the Red Flames? Step into a player's hotel room and hear how she experienced her first days with the national team. Then things get a little more competitive. Take on the interactive sprint challenge in the indoor hall and see if you can beat the speed of a Red Devil or Red Flame. Fancy your chances against Thibaut Courtois? Step up for a penalty in the AR experience. Elsewhere, exclusive 360° footage takes visitors inside the dressing room and fitness area as they look when the national teams take over the Basecamp. There's even a VAR moment to dissect, revealing what happens behind the technology in a real match situation. And in the auditorium, things get a little more uncomfortable. Step into the shoes of a national team player and see how you handle the tough questions from the press. Get your answers right and earn your points. Get them wrong… well, maybe stick to football. Across all nine stops, technology serves a clear purpose: to make the Basecamp more accessible, bring the national teams closer to their fans and create an experience worth coming back for.
Collaboration
One ambition. Three partners. The Basecamp Tour is the result of a close collaboration between Proximus, the RBFA and yondr, bringing together a shared ambition to create more value for visitors to the home of Belgian football. Proximus and the RBFA defined the ambition behind the project, each bringing a different perspective. As naming sponsor, Proximus wanted to showcase the possibilities of technology and innovation within the Basecamp experience. The RBFA brought the world of the national teams to the table, helping open the door to the locations, people and stories that make the Basecamp unique. yondr translated these ambitions into the concept and interactive experiences, shaping the complete user flow and bringing the tour to life. Making it happen required close coordination, particularly when it came to capturing content with the national teams. The footage and stories captured during their time at the Basecamp became the foundation for the immersive experiences visitors can now explore. The result is a shared experience that brings together football, technology and storytelling — with each partner contributing to a tour that offers visitors a new perspective on Belgian football.
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Impact
Your turn to earn your cap From September 2026, the interactive tour will open its doors to the general public, giving visitors a new way to experience the Proximus Basecamp. An initiative by Proximus and the RBFA, brought to life in collaboration with yondr, the tour makes the home of the Red Devils and Red Flames accessible in a whole new way. Visitors can explore the Basecamp, discover the stories behind the national teams and experience how technology can bring places and people closer together. No need to wait for an international campaign. No need to catch a glimpse of the players on TV. The Basecamp is ready whenever you are. Nine stops. A few challenges. And plenty of chances to prove you've got what it takes. Think you've earned your cap?
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