Orange Belgium takes Union shirt front and main sponsor slot

Orange Belgium has become Royale Union Saint-Gilloise’s main sponsor, expanding a relationship that began in August 2022 and signalling a deeper push into Belgian football fan engagement. The partnership will run for the next three years, with Orange moving into the club’s lead commercial position under terms that were not disclosed.From the 2026-27 season, Orange will appear on the front of Union’s shirts across domestic and European competitions, giving the telecoms group year-round broadcast and digital visibility tied to the club’s first team and matchday content.Xavier Pichon, chief executive of Orange Belgium, said: “We are a proud and loyal partner of Union since August 2022 and continue to be so for the next three years to come. This partnership reflects exactly who we are: ambitious, connected, and committed to delivering meaningful value to our customers and partners. Union embodies authenticity, passion, and a leadership spirit, values that resonate strongly with Orange. Together, we will elevate the fan experience and bring people even closer to what they love most.”Union chief executive Philippe Bormans said: “We are extremely proud to welcome Orange as the new main partner of Royale Union Saint-Gilloise. This partnership brings together two strong, ambitious brands that are deeply rooted in the Belgian landscape. We share the same commitment to innovation, closeness with our communities, and passion in the experience we offer to our supporters and partners. This collaboration marks another important milestone in the club’s development, and we are looking forward to building this journey together over the long term.”Orange positioned the deal around improving the supporter experience across stadium and remote viewing, leaning on its network performance, streaming and digital tools as the commercial platform for activations. That emphasis aligns with a wider European telecoms playbook where brands use football rights to promote converged connectivity bundles, increase churn resistance and create owned-media moments around matchdays.Union, which has rebuilt its on-pitch profile in recent seasons, continues to stack partners that can help professionalise its commercial engine and broaden its appeal beyond the local fanbase, with shirt-front inventory remaining one of the most scalable assets for international reach.The first on-shirt exposure under the new agreement is set to begin with the 2026-27 campaign, when Union will carry Orange branding across all competitions in which they participate.