Orange Belgium’s digital and innovative b-brand hey! partners up with Royale Union Saint-Gilloise, starting tonight against Rangers FC in the UEFA Champions League

As of today, Orange Belgium’s b-brand hey! becomes the proud sponsor of football club Royale Union Saint-Gilloise (USG). Tonight, hey! will make its first appearance as sponsor of the USG players in the 3rd qualifying round of the UEFA Champions League against Scotland’s Rangers FC.

Through a strong recognition of shared values and to strongly establish its brand throughout the country, hey! will sponsor last season’s Belgian vice-champions during the European games of the UEFA Champions League and UEFA Europa League, and the games of the Belgian Jupiler Pro League.

Since its launch in September last year, hey! is answering the needs of digital savvy-customers by being a 100% digital brand based on generosity, low environmental impact and a strong, evolving commitment to its customers. hey! is aimed at those who love efficiency, getting things done in a few clicks, and the simplicity of a digital experience. It offers generous data allowances for a smart price (after your first year, your mobile data volume can double up to 80 GB), combined with seamless digital service for a no-nonsense, what you see is what you get experience.

For hey!, sponsorship goes beyond just branding. For every goal scored by Union Saint-Gilloise, hey! customers will receive exclusive benefits, and every Union Saint-Gilloise supporter will also be able to enjoy similar perks when joining the hey! community. All details are available on https://www.heytelecom.be/fr/union-saint-gilloise.

Isabelle Vanden Eede, Chief Brand, Communication & CSR of Orange Belgium, recognises the values of hey! in the spirit of Union Saint-Gilloise: “We are very excited to become part of the Union family. This sponsorship will help us to strengthen the brand awareness of hey!, and become the partner of a club that closely shares our brand values. Just like hey!, Union is known for doing things differently, for focusing on its fundamental strengths, and for building on strong human values. In recent years, USG has obtained fantastic results in a very authentic way, and we want to support them on their future journey. Our CSR objectives converge and reinforce each other. This partnership is the beginning of a beautiful story, with a strong sharing of values in terms of brand personality and involvement in the heart of Belgian society.”

Starting at the highest level: the UEFA Champions League

Tonight, hey! will make its first appearance as sponsor of Union Saint-Gilloise during the 3rd qualifying round of the Champions League, in which Union plays Rangers FC from Glasgow (Scotland)at the OHL Stadium, Leuven. Last year, Rangers were finalists in the Europa League and, like Union, finished second in their national championship. Next Saturday, the hey! logo will be seen for the first time in the Jupiler Pro League, during Union's match on the field of KV Mechelen.

Philippe Bormans, CEO of Union Saint-Gilloise, said: "Being a member of the Union family means supporting your team in a free and natural way, singing as loud as you want, and feeling connected in any football stadium. Together with our new telecom partner hey!, we’re bringing the Union feeling even closer to our fans, in and outside of the stadium. The club is proud of this partnership with hey! and we look forward to growing our two communities together."