Union unveils new back-of-shirt sponsor Peasy: "We share the same DNA"

Belgian Cup winner Union Saint-Gilloise has secured a new shirt sponsor in Peasy. The brokerage platform will feature on the back of Union’s match shirts for the next two seasons during Jupiler Pro League and Croky Cup games. This partnership brings together two strong and like-minded Belgian players. "Just like Union, we position ourselves as the big, likable challenger to traditional established values," says David Geerts, CEO Belux of Peasy.

Peasy is a platform that helps families make better choices in managing their monthly fixed costs. Consumers can transparently compare mortgages, personal loans, insurance policies, energy contracts, internet, and telecom services, enabling them to save money. Peasy supports customers online and through 75 physical mortgage shops in Flanders, Brussels, and 7 Meilleurtaux branches in Wallonia. Since the beginning of this year, 100% of Peasy’s shares have been owned by the French multinational Meilleurtaux, which operates in Belgium, France, and Luxembourg.

Shared Values and Standards

With this partnership, Peasy aims to further strengthen its brand recognition across Belgium. While the platform has grown into a trusted partner for families seeking simpler and more transparent comparisons, it now also wants to become top-of-mind for a broader audience. The collaboration with Union fits perfectly within this ambition: through a club with (inter)national appeal, a strong community, and a distinct challenger mentality, Peasy aims to reach even more consumers looking for clear, accessible, and independent guidance on their fixed costs. The company’s name will appear on the back of Union Saint-Gilloise’s shirts, above the squad number.

David Geerts, CEO Belux of Peasy: "Union is a club that plays every match with incredible energy, passion, and commitment. We see that same mentality very strongly in Peasy. We share the same DNA: the ambition to challenge established norms and do things differently, smarter, and more efficiently. Since 2018, Union has worked in a highly data-driven way, both in its analysis and recruitment. With success, as the club has been competing for top honors every season since its return to the Jupiler Pro League. At Peasy, data is also central to our operations, and we give promising talents opportunities. And because we are active in Flanders, Brussels, and French-speaking Belgium, the fit with Union is perfect."

Philippe Bormans, CEO of Royale Union Saint-Gilloise: "We are delighted to welcome Peasy into the Union family. Their clear, transparent, and user-friendly approach aligns perfectly with the spirit of our club. With their arrival as a shirt sponsor, Peasy strengthens our ambition to make things more accessible, both on and off the pitch. We are convinced that this partnership will bring real added value to our supporters and the entire community."