Belgium didn’t qualify for the World Cup in South Africa. So why should Belgians even bother to watch it on TV? Belgium’s sports channel Sporza launched a campaign to get the Belgian viewers interested in watching the world cup anyway. In our commercials, we proved that Belgium is participating in the world cup by showing that every participating country is in fact Belgian. For example: the English National Team trains on grass mats that were made by the Belgian company Desso. That’s Belgian territory. That means the English national team is actually playing in Belgium. Conclusion: England is Belgian.