The name Heysel evokes memories of the 39 mostly Italians killed when a wall collapsed after Liverpool fans charged Juventus supporters before the 1985 European Cup final.
Belgium spent around $50 million on a total overhaul in the ensuing decade in the build-up to Euro 2000 when the ground, renamed after former King Baudouin, hosted several matches including a semi-final.
However, the stadium, venue of seven European club competition finals, is no longer up to scratch. UEFA says it does not meet the standards of an elite venue, meaning it cannot host a Champions League final.
"We made a mistake. It was not only down to the political decision-makers but the sporting associations as well. It's only 2007 and the stadium cannot be used. It's crazy," said Alain Courtois, who leads the Belgian football association's bid to host the 2018 World Cup.
"It means Belgium is not in the position to organise a big international event. It means we have to build now and not just in Brussels."
Belgium's chance of co-hosting the World Cup with the Dutch relies on it being able to boast a more gleaming and impressive structure.
A second facelift for Heysel, which was inaugurated in 1930, remains a possibility but the city of Brussels believes it would be no cheaper than building afresh. Anderlecht, a western district of Brussels and home to Belgium's most successful club, could squeeze in a new stadium.
However, Charles Picque, premier of the Brussels region, made it clear in an address last month that a disused railway yard some four kilometres north-east of the city centre was the favoured site.
Together with upgraded rail connections and a motorway extension, the construction bill could reach one billion euros and is part of a bold revamp that Europe's unofficial capital city plans in the years ahead.
Plans in hand
The 60,000-70,000 seater stadium, itself set to cost up to 250 million euros, may not be ready until 2013-2015 but the plans are already advancing. The state body overseeing the disused railway yard has received around 20 proposals for a commercial development including a stadium.
The private sector is expected to foot at least 80 per cent of the bill and Anderlecht will likely relocate from their limited, 28,000-capacity home.
Upgrades elsewhere in Belgium could be funded exclusively by the private sector.
The Benelux countries of Belgium and the Netherlands, along with Luxembourg which would host a FIFA congress but no matches, said last month they planned to make a joint bid for the 2018 World Cup.
They face strong competition from England and other possible bidders Japan, Australia, China, the United States, Russia and Spain.
Courtois, who was tournament director of Euro 2000, believes the successful Dutch-Belgian hosting of that event will help the joint World Cup bid which could strike a blow for smaller countries.
"We will face some big countries but we think we can get the support of small nations. It would give out a message that it is not just the same countries that organise such an event," Courtois, who is also a Belgian senator, said.