Every sports competition needs a schedule of play, stating who will play whom, when, and where. A good schedule is important given its impact on the competition's fairness and outcome, public attendance, commercial interests, and cost of policing. This paper discusses experiences with scheduling the Belgian Pro League soccer competition, for which we develop the official schedule since 2006. We present methods that have proven their value in real-life sports scheduling, and discuss how they benefited from continuous improvement, in order to accommodate changing requirements. We discuss fairness issues, as well as a discrete choice experiment we carried out to estimate the schedule's impact on stadium attendance and TV viewership.