BMMA Lunch Talk, with Miguel Aguza (Communication Director, Orange Belgium) and Malik Azzouzi (Chief Commercial Officer, Royale Union Saint-Gilloise)
What really happens when a telecom operator and a football club decide to travel the road together? Beyond the logo on the shirt, a successful brand partnership is a matter of strategy, shared values and execution. For this Lunch Talk, BMMA brings together the two people best placed to talk about it: the head of communication at Orange Belgium and the commercial director of Union Saint-Gilloise.
Together, Miguel Aguza and Malik Azzouzi will lift the veil on one of the most visible alliances in Belgian sport, and tell us, without spin, how you build a partnership that lastingly strengthens two brands at once.
What they’ll talk about
Why join forces, and how to choose each other. Miguel and Malik will look back at the genesis of their collaboration: what brought a national telecom brand closer to a Brussels club with a strong heritage and a singularly engaged supporter community, and why that alignment of values (ambition, authenticity, closeness) made the fit obvious.
From deal to reality. What does a partnership of this kind actually look like, once the press releases are behind you? Our two speakers will detail the day-to-day contours of the collaboration: how brand and club manage to reinforce one another, activate their respective audiences, and turn a commercial arrangement into a genuine growth lever for each.
Activations, in practice. The duo will notably come back on the campaign created with agency Digizik, which puts the club’s supporters centre stage. It offers a concrete case for understanding how you bring a partnership to life through creativity, and how you place the fan community at the heart of the brand story.
A new momentum: from hey! to Orange. Orange has supported Union Saint-Gilloise since August 2022, a presence first carried by its hey! brand. Since this summer, this long-established partnership has moved up a gear: the Orange brand becomes the club’s main sponsor and now takes centre stage. Miguel and Malik will explain how this new momentum fits within the continuity of their collaboration, and what it means, as a brand and as a club, to step up to this scale.
A BMMA moment
As always, this Lunch Talk will be an inspiring session, rich in insight, but also a chance to reconnect with your peers and make new connections with the players of Belgian marketing and management. One lunch, two leading speakers, and plenty to take away.
The speakers
Miguel Aguza, Communication Director, Orange Belgium
Miguel Aguza leads communication at Orange Belgium, where he steers the operator’s B2C and B2B communication strategy: campaigns, content, media and digital presence. He joined Orange Belgium in 2023 after serving as Marketing Director at NGroup. His remit is to give voice and coherence to one of the most present telecom brands on the Belgian market, from consumers to businesses.
Malik Azzouzi, Chief Commercial Officer, Royale Union Saint-Gilloise
Malik Azzouzi is Chief Commercial Officer of Royale Union Saint-Gilloise. Heading the club’s commercial and marketing strategy, he orchestrates its development: partnerships, sponsoring, revenue growth and building the Union brand among a rapidly expanding supporter community.
A graduate of IHECS, he has notably driven the club’s recent landmark deals, from shirt sponsorship to kit partnerships, that accompany Union’s sporting and commercial rise.
The discussion will be moderated by Philippe Buyle.
Date: 15 Septmber from 12 noon to 2pm
Place : Drohme Park – Chaussée de la Hulpe 53a, B-1180 Brussels
Price : 125€