The Royal Belgian Football Association (RBFA) is pleased to announce a new partnership with Chinese collectibles company PLAYFULLY, which will become the exclusive licensed producer and distributor of Belgium National Team trading cards in China.
As one of Europe's most respected national teams, the Belgium National Team has built a rich footballing legacy and inspired generations of supporters around the world. Through this partnership, RBFA and PLAYFULLY will work together to bring the story of the Red Devils closer to football fans and collectors in China through a new range of officially licensed trading cards and collectibles.
Under the agreement, PLAYFULLY will exclusively develop and distribute Belgium National Team trading cards in China, offering supporters new ways to celebrate the players, moments, and achievements that have shaped Belgian football.
The first officially licensed Belgium National Team trading card collection is expected to launch in the second half of 2026. The set will feature current stars such as Kevin De Bruyne, Thibaut Courtois, Romelu Lukaku, Leandro Trossard, Jeremy Doku, and other leading internationals, alongside legendary figures from previous generations. Iconic moments, rare inserts, and autograph cards will showcase the talent, passion, and history that have made the Red Devils one of the most admired teams in world football.
Peter Willems, Chief Executive Officer of the Royal Belgian Football Association, commented:
"We are delighted to welcome PLAYFULLY as an official licence partner of the Belgian Red Devils. Football has a unique ability to connect people across cultures and borders, and we see tremendous potential to deepen our relationship with fans in China through this collaboration. Trading cards allow supporters to celebrate players, preserve memories, and engage with the history of the game in a meaningful way. We look forward to bringing the story of the Red Devils to even more football fans and collectors."
David Cao, Founder and CEO of PLAYFULLY, said:
"It is a great honor for PLAYFULLY to partner with the Royal Belgian Football Association. The Belgium National Team has earned worldwide respect through its footballing tradition, outstanding players, and passionate fan base. We look forward to creating a premium collection that celebrates the history and identity of the Red Devils while delivering an exceptional collecting experience for fans in China."
This partnership marks an exciting new chapter for Belgium National Team collectibles in China. Together, RBFA and PLAYFULLY look forward to delivering authentic, high-quality products that bring supporters closer to the players, moments, and history that define the Red Devils.
More details on the first official collection will be announced in the coming months.
About PLAYFULLY
PLAYFULLY is a Chinese collectibles and fan engagement company focused on developing officially licensed trading cards and premium collectibles across sports, entertainment, and popular culture. Through partnerships with leading rights holders, PLAYFULLY creates products that connect fans with the teams, athletes, and stories they are passionate about.
In sports, PLAYFULLY has secured official partnerships with top Ips including Argentina, Belgium and King Pro League (KPL), expanding its portfolio of premium collectibles for fans and collectors in China and beyond. Through its sports collectibles brand HEROCK, the company is committed to delivering high-quality products, innovative collecting experiences, and authentic fan engagement opportunities for a new generation of collectors.
For more information, visit www.playfully.cn
About The Royal Belgian Football Association
As the largest sports federation in Belgium, with more than half a million members, the Royal Belgian Football Association represents 4,000 football clubs. Together with the regional federations FFA (Football Francophone Amateur) and VV (Voetbal Vlaanderen), the RBFA organises around 12,000 matches per weekend, including, of course, the matches of our national teams. The Belgian Red Devils and the Red Flames are our ambassadors.
