A Night in Brussels: What Union Saint-Gilloise Can Teach Us About Football Culture

This week, I was lucky enough to be in Brussels for the Union Saint-Gilloise vs Inter Milan Champions League game.

What stood out to me had nothing to do with the scoreline and everything to do with what makes football special: the fans and the culture around the club.  The fans generated an atmosphere that was electric. It wasn’t dependent on the result; it was about identity, pride, community and club culture.

The Fans – Non-Stop Passion

From the moment the game kicked off, the Union fans never stopped singing. Even when their team went 4–0 down, the songs just kept coming. The variety of chants, the energy; it was incredible.

No negativity, no boos, just pure support. It created an atmosphere that pulled everyone in, regardless of the result.

The Moment After; Connection and Culture

Then came the moment that really hit me. After the final whistle, every single Union player and backroom staff member walked to stand in front of the fans. Together, they launched into a chant that ended with the players punching the air in unison. A powerful ritual that clearly means something deep to the club. It wasn’t just a gesture; it was a reflection of the culture at the club, one built on respect, togetherness and gratitude. I’ve been around football a long time, but it’s been a long time since I seen anything quite like it.

What Can We Learn from Union?

  1. Put the fans first. Everything starts with the fan — they are the club.
  2. Help fans create the atmosphere. Give them what they need to create the atmosphere; flags, drums, singing sections and let them own the noise.
  3. Build and live your culture. Define what your club stands for. Ensure your club’s identity and culture are authentic. Build rituals and moments that bring players and fans closer together.

This week I witnessed how powerful football can be when the fans and players live out their culture, rituals and the connection that binds it all together. And in Brussels, Union Saint-Gilloise showed exactly how powerful that can be.

About Geoff Wilson

Geoff runs his own consultancy business, with a focus primarily on sport.  Previously Head of Marketing and Communications at the Irish FA, Geoff now consults to a wide range of global sports organisations on areas such as strategic planning, marketing and communications, digital, fan engagement, public affairs, women’s football, league development, club development and knowledge sharing / capacity building programmes.  Geoff has created numerous academic models for the sports industry.  Geoff is on the Advisory Panel at the English Football League and Chair of the Sports Council Trust Company (Sport England organisation).

Check out Geoff’s online course in strategic planning at https://geoffwilson.teachable.com/

Geoff is also about to launch his new book – Leading Grassroots Sports Clubs – a practical guide on how to develop grassroots sports clubs. The book is due out in the Winter, but if you are interested in receiving a copy please fill in the attached enquiry form.

https://docs.google.com/forms/d/e/1FAIpQLSehgbu9kdRPDjaOkJ4pmh7xOsVI7sUxJXrdHd9LV5CkLCeO-w/viewform

The sports models created or co created by Geoff can be found below:

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