Here at Osservando we’re undergoing somewhat of a change. The Serie A has been amazing to cover. While the plan remains to still centre ourselves around Italy’s top flight. We feel there are stories that need covering in other parts of European football. With new writers on board, Osservando is dedicating itself to top-quality, graduate-written journalism. So without further ado, enjoy the new Osservando.

USG, Brighton and Tony Bloom

Every English football fan can admit that when it comes to recruitment, Brighton do it best. But what if we were to tell you there’s a ‘second’ Brighton. Who have seen even more success in their domestic league and in Europe… Union Saint-Gilloise.

Tony Bloom is the chairman and majority owner of Brighton & Hove Albion. In 2018 he took a gamble (I mean, he is literally a professional gambler and poker player). By investing in Union Saint-Gilloise, becoming their majority shareholder. The club had not won a domestic Belgian title in living memory for most fans.

By 2023, because of UEFA rules concerning ownership of clubs competing in European competitions, Bloom relinquished his majority share at USG, becoming a minority shareholder instead. Meanwhile, Alex Muzio, who was initially co-investor with Bloom, assumed the role of majority owner and chairman of USG.

In practical terms, Bloom provides investment and links to Brighton’s model; Muzio runs the day‑to‑day operations and leads the sporting project at USG.

Union Saint-Gilloise’s rise in recent years has been remarkable. The club finally ended a 90-year wait for the Belgian Pro League title in the 2024-25 season, finishing ahead of long-time champions Club Brugge. This achievement was built not only on the pitch but through a clear, data-informed approach to recruitment and player development. Echoing the model that has brought Brighton & Hove Albion so much success under Tony Bloom.

Entering the 2025-26 season, USG have carried that momentum forward and currently sit at the top of the Belgian Pro League. Their continued dominance is proof that the approach is sustainable. Rather than relying on sheer spending power, USG’s model focuses on maximizing potential through careful scouting, data analysis, and strategic integration of new talent. The club has built a system where player performance and market value grow in tandem. Ensuring both competitive results and financial stability.

The way USG built their squad and positioned themselves for success bears striking similarities to Brighton’s blueprint. Global scouting of undervalued players, robust data analysis. Tied in with an ability to turn smart signings into both on‑field triumphs and transfer value. The club publicly acknowledged the role of analytics by pointing to the investment‑backed model.

“We’ve got superb analytics … our valuation of players across the world in huge amounts of leagues … gives us a significant advantage”

The Players

The club has been deliberate in identifying players who are undervalued or overlooked elsewhere, giving them a platform to develop and thrive. Promise David joined Union Saint‑Gilloise in the summer of 2024 from Nõmme Kalju FC for a fee reported at around €600,000. In his debut season in Belgium, he made 41 appearances across all competitions. Scoring 24 goals while providing five assists, giving him nearly a goal contribution per 90 minutes.

He averaged 0.72 goals per 90 and 0.26 assists per 90, combining for 0.98 goal contributions per 90. Placing him among the league and Europe’s most efficient attackers. Standing at 1.95 m, his physical presence, pace, and finishing ability made him the focal point of USG’s attack and a perfect example of the club’s recruitment model in action. Blending potential, analytics, and immediate impact.

Anouar Aït El Hadj was acquired from KRC Genk in July 2024 for a fee of about €1.5 million. The attacking midfielder, who developed through the youth ranks at Anderlecht, has quickly become an influential figure at USG. His technical skill and ability to link defence and attack have helped strengthen the squad creatively. Like many Brighton signings such as Pascal Grob and Matt Weiffer. El Hadj represents the club’s dual strategy of immediate impact and longer‑term value development.

Kevin Mac Allister arrived at USG from Argentinos Juniors in July 2023 for a reported fee of €1.5 million. The Argentine defender brought experience and composure to USG’s back‑line and played a key role in the club claiming the 2024‑25 Belgian Pro League title. His steady performances underpin the structure of the team, showing how USG balance younger attacking recruits with reliable defensive acquisitions.

Christian Burgess joined Union Saint‑Gilloise from Portsmouth in July 2020 on a free transfer after several seasons in England including the EFL League One. Where he helped Portsmouth win promotion in 2017. Since moving to Belgium, he has adapted extremely well. His aerial ability, leadership and defensive consistency have made him a staple of USG’s defence. His journey from the English lower leagues to contributing at a title‑winning club in the Belgian top flight illustrates the broader recruitment philosophy of finding undervalued, experienced players and integrating them into a successful project.

Bloom’s Blueprint

These players highlight USG’s ability to combine smart recruitment with tactical coherence, a method that has allowed them to compete successfully against more established and better-funded clubs.

The links with Brighton are subtle but significant. While Tony Bloom is a minority shareholder at USG and does not manage the club day-to-day, the investment has enabled USG to adopt principles that mirror Brighton’s recruitment philosophy. Alex Muzio, as chairman and operational leader, has overseen the implementation of these strategies, shaping the club’s vision and maintaining a clear sporting direction.

The combination of investor support, analytics-informed recruitment and disciplined management has transformed USG. They are now a club capable of winning titles and competing at the highest level in Belgium.

Union Saint-Gilloise is not just a Belgian success story; it is a demonstration of how modern football can be approached strategically, with intelligence, patience, and precision. Their journey shows that with the right structure and vision, even a club outside the traditional powerhouses can reach the top, making USG one of the most compelling examples of modern football management in Europe today.