Maximus, the cat belonging to Belgian Prime Minister Bart De Wever, has become an unexpected star of the FIFA World Cup by posting match predictions on his Instagram account, which now boasts 234,000 followers. The feline’s humorous forecasts are part of a carefully crafted communication strategy that helps soften the image of the country’s conservative head of government.
The cat, whose full name is Maximus De Wever, regularly appears in short videos and photos where he is shown «choosing» between two bowls of treats, each representing a different team. The bowl he approaches first is presented as his prediction for the match winner. This playful format has resonated with football fans and political observers alike, generating widespread media coverage and social media engagement.
Bart De Wever, leader of the New Flemish Alliance (N-VA) party, is known for his tough stance on immigration and Flemish nationalism. By featuring his pet in lighthearted content, his team aims to present a more approachable and human side of the prime minister. The strategy mirrors similar efforts by other world leaders who have used pets to build rapport with the public, such as the famous «first dogs» of the White House.
Maximus’s Instagram account, managed by De Wever’s communications staff, posts daily updates during the World Cup. Each prediction video is carefully edited to ensure the cat’s choice appears spontaneous, though critics have noted that the treats are often placed at different distances or with subtle cues to guide the outcome. Nevertheless, the account has attracted a loyal following, with comments ranging from amused praise to playful criticism when predictions prove wrong.
The use of a pet for political communication is not new in Belgium. Previous prime ministers have featured dogs and cats in official photos, but none have dedicated a separate social media account to an animal. Maximus’s account, launched shortly after De Wever took office in February 2025, initially shared mundane images of the cat lounging in the prime minister’s residence. The World Cup predictions, introduced in June, marked a strategic pivot to capitalize on the tournament’s global audience.
Political analysts note that the campaign serves multiple purposes. It humanizes De Wever, who often faces criticism for his hardline policies, while also distracting from more contentious political debates. The account’s lighthearted tone contrasts sharply with the prime minister’s usual serious public appearances, creating a «soft power» effect that may improve his approval ratings among younger voters.
Maximus’s predictions have not always been accurate. During the group stage, he correctly predicted several upsets, including Saudi Arabia’s victory over Argentina, but also missed key matches like Brazil’s loss to Cameroon. Despite the mixed results, the account’s engagement continues to grow, with each post receiving tens of thousands of likes and shares.
The phenomenon has also sparked discussions about the ethics of using animals for political gain. Animal welfare groups have raised concerns about the cat’s well-being, though De Wever’s office insists that Maximus is treated with care and that the videos are filmed in short sessions to avoid stress. The prime minister himself has occasionally appeared in the videos, holding the cat or placing the bowls, further blurring the line between personal and political branding.
As the World Cup progresses, Maximus’s role is expected to expand. His team has hinted at special content for the knockout stages, including possible appearances by other pets from the prime minister’s household. For now, the cat remains a central figure in Belgium’s political communication landscape, demonstrating how even the most traditional politicians can adapt to the digital age with a little help from a furry friend.
