Union Saint-Gilloise’s kit overhaul hinges on O'Neills partnership

Union Saint-Gilloise unveiled its first home shirt today, marking the start of a new partnership with Irish sportswear brand O'Neills, a move aimed at modernising the club’s image and securing a sustainable kit supply for the coming seasons. The deal, described as a beautiful agreement for the future, also reflects Union’s ambition to deepen ties with supporters.

The launch is accompanied by a campaign video titled ‘L’Union c’est l’Amour’, which celebrates the club’s affection for the city, its supporters and the new yellow‑blue home shirt. The video underscores the symbolic link between Union’s identity and the fresh kit.

The home shirt features Union’s traditional yellow‑blue palette, a collar with a button bearing the inside inscription ‘C’est l’Union qui sourit’, navy‑blue cuff detailing that reads ‘Allez l’Union’, and a vibrant yellow panel on the chest. Both long‑sleeve and short‑sleeve versions are offered.

Chief Commercial Officer Malik Azzouzi said the collaboration with O'Neills reflects a shared commitment to innovation and detail. He praised the partner’s ability to match Union’s design ambitions.

A statement from the club highlighted that O'Neills’ local production and ecological approach enabled a rapid, fully customised design for players and supporters. The swift turnaround was described as ‘very special’ to have the finished shirt in hand.

George Harborne, head of Pro Sports & Marketing at O'Neills, expressed pride in the partnership and said it will boost the brand’s visibility in football. He noted Union’s remarkable rise from the second division to the Champions League as a compelling narrative for the collaboration.

Harborne added that O'Neills sees itself as a challenger brand and feels a strong connection with a club that has proven it can upset the established order. He announced the presentation of the 2026/27 season shirt as the product of an intensive joint development process.

The new home shirt will be sold from tomorrow through Union’s newly launched webshop, offering fans immediate access to the design. The club expects the partnership to strengthen its relationship with supporters and set a template for future kit collaborations.