Profile: How a young English chairman revolutionised Belgium’s most historic club
Profile: How a young English chairman revolutionised Belgium’s most historic club
Royale Union SG's chairman of the board Alex Muzio pictured during a press conference.
The English chairman of Union Saint-Gilloise has restored title-challenging football to Belgium’s third most successful club after decades in the doldrums.
38-year-old Alex Muzio is a protégé of the club’s owner, Tony Bloom, who also owns Brighton. The clubs are run large independently of each other, but have each achieved significant football success: here’s how they did it.
Why it matters: “Moneyball” remains an elusive goal for virtually every club owner, but Union SG – like Brighton – may well have landed on the winning formula.
The perspective: The roots of Union’s success goes beyond recruitment and there is an emphasis on progressive causes that goes far beyond spreadsheets.
13 February 2023 - 3:32 PM
In a hotel conference room a few streets away from the European Parliament in Brussels last month, a young English sports executive spoke powerfully about the future of European football.
The topic of the day was the European Super League and there were stakeholders from all over Europe in attendance, including the LaLiga president, Javier Tebas, broadcast executives, and club representatives.
Dressed in a black jumper and white sneakers, the official looked more like a tech executive than a football official when he took to the floor in what was a rare public-speaking appearance. Addressing the audience he made little effort to disguise his contempt for the clubs and officials that had plotted to tear apart European club competition as we know it.
One by one he dismantled the ideas put forward by the ESL and A22, the strategy company behind the project. He ridiculed their comparisons between European football and American franchise sports (“completely and utterly impossible” “not transplantable to Europe in any way, shape or form”), their “obsession with secrecy”, their lobbying efforts (“They've tried to add various bits that they've heard would be a good idea”) and predilection “to only talk to people who told them that everything they were doing was a good idea – because there's nothing there that makes any sense”.
“I think that we should be quite grateful for the fact that they have done it in such a naked way,” he concluded of the rebels. “It was such a terrible proposition in every regard.”
It was, in every way, a cool, cutting, evisceration of a project he palpably disliked. But who was this young assassin?
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Bloom’s man
The answer was neither a Premier League club executive, nor league official. It wasn’t a player or manager, nor anyone who had ever worked in any playing or coaching capacity. Indeed the speaker is almost entirely unknown in the country of his birth.
However, Alex Muzio has become a big name in Belgian football, transforming the fortunes of Royale Union Saint-Gilloise, the historic club he became chairman of four-and-a-half years ago.
Muzio had never worked in football when he ascended to his position at Union-SG at the improbably young age of 34. The club had just been bought by Brighton & Hove Albion’s owner, Tony Bloom, and Muzio had spent his career working for Bloom’s consultancy Starlizard.
Starlizard – described by the New York Times as “the firm many consider to be the largest betting syndicate in Britain” – has revolutionised the use of data analytics in sport to make Bloom rich. Bloom used that wealth to buy Brighton, the club he supports, in 2012, and transform them from a lower league side into arguably the most innovative team in English football, as well as an established EPL club.
Overseas club hunt
In 2016, when Brighton were still in the Championship (they were promoted in April 2017), Bloom began looking for a European club to buy to apply Starlizard’s methods to. The objective was to find a club in a country that was open to foreign investment and which could realistically lift a domestic title within a decade.
Various criteria were applied – including proximity to London – and Bloom eventually settled upon Belgium’s Union Saint-Gilloise. In many ways he lucked out: Brussels is just two hours by train from London; the club had an outgoing foreign owner, so the fanbase lacked a resistance to “selling out”; and it also wasn’t just any club – it was the third most successful team in Belgian football, with 11 league titles.
There were, however, a number of caveats. Union hadn’t been in the Belgian top flight for more than four decades. It had a small budget and was largely run by volunteers. It also possessed a relatively small ground - Stade Joseph Marien, named after a former club president, has a capacity of 9,400. Its ambitions at the time centred on avoiding relegation to the third tier of Belgian football. They were a club looking down in fear, not looking forward.
But then everything changed in 2018.
Union's supporters celebrate after winning against RSC Anderlecht in 2022.
Separate organisations
Muzio, who like Bloom is from Brighton, had become something of a protégé to Bloom, working his way up from what he later described as “the very bottom” of Starlizard over the course of 12 years to the time he was appointed chairman of Union SG in August 2018. Bloom described the younger man as a “a business associate and friend” who is “passionate about football [with] in-depth knowledge and understanding of the game.”
Bloom is majority shareholder but was – and remains – hands off. Muzio took a stake of around 10 per cent at the time of the takeover and has spoken repeatedly of the club’s independence. There is no multiclub ownership strategy, although much of the methodology at Brighton and Union is inevitably similar. It also undoubtedly gave Brighton an edge when they signed Union’s star striker Denis Undav in January 2022 amidst rival bids from Italy and Germany. The Japanese star Kaoru Mitoma made the reverse journey on loan last season. But as Muzio has pointed out, Brighton and Wigan have done more transfer business than Bloom’s two clubs since 2018. “They’re very separately run organisations with very different goals,” he has said of Union and Brighton.
Moneyball fantasy
Undav is perhaps the perfect case study in Starlizard’s analytical edge. He was playing as an amateur in the German third tier and waking up at 4am to work as a machine operator in a factory when Union came calling in the summer of 2020 after, Muzio has said, “his numbers stuck out like a sore thumb”. The player – which much bigger and better resourced clubs had long ignored - repaid that research many times over. Over the next two seasons he scored 43 league goals in 63 appearances before earning a £6 million move to the EPL.
Other transfer business has seen a journeyman English defender – Ross Sykes – swap Accrington Stanley for the Belgian top flight, while the German 3.Liga, Norwegian, Danish and even Kazakh leagues have all been pilfered for talent. If this all seems unconventional, it may actually be as close as football gets to its Moneyball fantasy.
Rapid ascent
Union had ended the 2017/18 season in the First Division B relegation playoffs. But in the first season under the new owners found themselves in the playoffs and in 2021, after three years of steady progress, they were promoted to the top flight.
Then came a near miracle of Leicester City proportions: in their first season back in the Belgian top flight, the club – priced at 500-1 for the title – finished league runners up, having led the league most of the campaign. After a gap of 48 years outside the top flight Union SG had finished far ahead of Brussels rivals Anderlecht, who had surpassed Union’s historic records in its wilderness years.
They were rewarded that summer by Anderlecht poaching their manager Felice Mazzu and champions Club Brugges taking one of their best players, Casper Nielsen. Not that it seems to have mattered this season. At the time of writing Union SG are second in the Jupiler Pro League, 14 points ahead of fourth placed Brugge and 24 points ahead of tenth placed Anderlecht.
Value system
However the roots of Union’s success goes beyond recruitment and there is an emphasis that goes far beyond spreadsheets.
"We have a value system here. It is not just made up,” the club’s director of football, Chris McLaughlin told Sky last year. “We put a lot of work into it, myself, the chief executive and the president. We met with specialists who helped us formulate our way of thinking, what we were looking for.”
Does this all work off the pitch? It is probably too early to say, given the club’s rapid ascent and the period of transition it is experiencing. In the last season prior to the club’s takeover the yearly wages stood at €3,4 million and the financial accounts don’t reveal the annual revenues. Step forward to last summer and the club earned €5 million from UEFA for the single Champions League qualifier it played against Rangers in August. Given the rewards of UEFA club competition and player trading, it seems that at some stage the investment and patience will pay off.
The former Union SG player Casper Nielsen against Atletico Madrid in the Champions League,
There are ambitions for a new stadium, although the local authorities have so far been resistant. But this is a club rooted firmly in its community and with strong societal ambitions. It has, for example, a wide-ranging sustainability programme that would put many far bigger clubs to shame.
Muzio speaking out against a revanchist Super League project in Brussels was very much in character and his powerful stance is in contrast to his better known and more powerful compatriots in similar roles in the EPL. Very few have ever put their heads above the parapet on the ESL and some remain complicit in it.
This inculcation of a club ethos built on progress, development, solidarity and strong local identity has rubbed off on fans too. “Tony and Alex installed a culture of professionalism,” Fabrizio Basano, who co-founded Union Bhoys, RUSG’s most prominent fan club, recently told a recent edition of The Blizzard. “It’s not just a question of money – our budget is very limited compared with other division one sides – but of having a serious project. The idea of development and progression is behind everything.”
Asked about the fanbase at the Brussels event Muzio made clear that they stood at the heart of everything.
“It’s an extremely important part of everything we do,” he said. “Union inspires sustainability and community work that we spend a lot of time on. We think it's very important.”
And then amidst the complexities of life off the pitch, he hit upon an astonishingly simple truth: “A club is really nothing more than a group of supporters that want their local area to be proud.”