N-VA Deplores Red Devils’ Slogan in New Belgian Identity Row
As the Belgian Red Devils prepare for the FIFA World Cup 2026 in the United States, a new controversy has erupted over the team’s slogan “L’Union fait la force” (Unity Makes Strength), with the Flemish nationalist party N-VA publicly deploring the motto as a symbol of Belgian identity that conflicts with Flemish nationalist values. The dispute, reported by DH Les Sports, highlights the deep and persistent tensions between Flemish and Belgian national identity.
The Controversy
The slogan “L’Union fait la force” — Belgium’s national motto since 1830 — was adopted by the Royal Belgian Football Association (KBVB) in March 2025 under head coach Rudi Garcia as part of a broader campaign to restore pride and unity around the national teams. The motto appears on a tifo at the team’s training camp in Seattle, on the official team bus, and is associated with the World Cup anthem “Kiss the Grass (Allez allez)” by Roméo Elvis and Sylvie Kreusch.
The N-VA, through the spokesperson of Flemish Sports Minister Annick De Ridder (N-VA), stated simply: “On le déplore” — “We deplore it.” The KBVB has also received multiple complaints from Flemish nationalist supporters.
Language as a Flashpoint
At the heart of the controversy lies the question of language. Belgium has three official languages — Dutch (~60% of the population), French (~30%), and German — and language remains a central fault line in Belgian politics. The exclusively French slogan, combined with a World Cup song that contains no Dutch lyrics, has touched a raw nerve among Flemish speakers.
Bart Van Opstal, a Flemish Parliament member for the far-right Vlaams Belang party, told V-Nieuws that the situation is “unacceptable.” “It is unacceptable that Dutch-speaking fans are not even addressed in their own language,” he said, arguing that the KBVB’s federal structure ignores the reality of Belgium’s linguistic divide.
A Pattern of Controversy
This is not the first time language has sparked controversy around the Red Devils. In 2014, Stromae’s World Cup anthem “Ta Fête” was sung entirely in French, prompting criticism from Flemish media. Then-N-VA leader Bart De Wever famously dismissed the uproar, telling DH Les Sports: “I couldn’t care less that Stromae sings the anthem only in French. Sing it in Swahili if you want.” In 2018, rapper Damso was dropped from the official song over misogynistic lyrics, and in 2025, Roméo Elvis faced renewed scrutiny over past sexual misconduct allegations.
The KBVB’s Vision vs. Flemish Reality
The KBVB launched the “L’Union Fait la Force” campaign in March 2025 with the goal of turning a new page after a turbulent period for Belgian football. As Sporza/VRT reported, Manu Leroy, the KBVB’s Director of Marketing and Communication, stated: “We want to turn over all negative pages and restore pride. The pride to play for Belgium, but also the pride to support.”
This was followed in May 2026 by the broader “WE ARE BELGIUM” campaign, which KBVB Chairwoman Pascale Van Damme described as showing “what Belgium stands for: a country with different identities, but with one common passion,” according to the KBVB official press release.
Yet the irony is clear: a campaign designed to unite Belgians has instead alienated the Dutch-speaking majority, with an exclusively French slogan at its center.
Analysis and Implications
The N-VA’s criticism is notably measured compared to Vlaams Belang’s outright condemnation. This strategic positioning suggests the party is walking a careful line — appealing to nationalist sentiment without alienating the broader Flemish electorate that supports the Red Devils. Bart De Wever’s dismissive 2014 comments about the Stromae controversy further indicate that the party has not always prioritized this issue.
For the KBVB, the controversy poses a significant challenge as the World Cup approaches. The team’s official bus, which bears the slogan, remains in the garage due to FIFA security protocols and will only be used on match days. But the symbolic damage may already be done.
What’s Next
As the Red Devils begin their World Cup campaign, several questions remain unanswered. Will the KBVB issue an official response to the N-VA’s criticism? Could the controversy dampen Flemish support during the tournament? And will the slogan or song be modified in response to the backlash?
What is clear is that the “WE ARE BELGIUM” campaign — intended to showcase unity — has instead exposed the enduring fragility of Belgian national identity, just as the nation’s team takes the world stage.