In 2010 and 2011, I took my keynote presentation and a lot of convincing power to Club Brugge, Anderlecht even Antwerp and other Belgian football teams. I told them a story on mobile and the future importance for a club, the fans and the sponsors to focus on this new form of media. They seemed to like it. Yes, they listened. Yes, they even wanted all the info, my presentation, every piece of it. But, to never hear from them again. I was disappointed. Especially when I had to hear about the painful stories and excuses on how hard the football world is. “No budgets, no decision power, even…no interest from advertisers and so on.” I needed a tissue to wipe away the tears from all this sadness and went back home without a deal. Life sucked.