About Me
My name is Simon, and I’m a creative, graphic designer, and photographer based in Brussels, Belgium, with a love for good music, football, and fashion.
Alongside my creative ventures, which includes previously owning a record label, I am also a specialist digital marketing and communications professional with 10 years of experience at mid- and senior level.
My areas of expertise include:
communications strategy development and implementation
project and event management
multimedia content creation
team management and development
As well as being a native English speaker, I also speak Spanish and French at a C1 level.
Although my professional experience has placed me in industries far from football, this significant experience, combined with my longstanding passion and insight on the modern game, means I would be a valuable asset to any organisation within football.
At this point in my career, I am now looking to translate this passion and experience into action within the sport.
Royal Union Saint-Gilloise
De BXL la fierté.
Never did I think a club other than my beloved Liverpool could make me feel the way l’Union does.
Over the last 12 months, I’ve found community, history, joy, and memories to last forever. During last season’s Championship Playoffs, I took my camera(s) to the games, aiming to capture the history that would unfold, through the eyes of its supporters.
Graphic Design - Football Shirts
Collecting football shirts has been a passion of mine for nearly 15 years, and graphic design has been a way for me to connect this hobby with storytelling, much like shirt suppliers have tapped into over the last decade.
As this work has developed, the designs have become more reflective of this marketing approach - launch-style graphics to bring it all full circle.
Other Non-Football Work
As a former record label owner, I had the honour of working with great artists, bringing their work to life through a multimedia, cross-platform content approach, all developed in-house by me.
You can find some of this work at the link below, including the vinyl records, music videos and more.
Why football?
Football has always been a key part of my life and my identity. Growing up in one of the biggest football cities in the world, Liverpool, has meant that even from childhood a football and a kit has never been far from my sight.
Over my life, this passion has grown and extended to the history, culture, and stories of football.
I’ve become a longstanding collector of vintage football shirts, with archiving, storytelling, design and community at the heart of it. This hobby has also found its way into a core pillar of my graphic design in recent years.
I’ve also continued my deep love for Liverpool FC, alongside clubs that have, at one time or another, been a significant part of my life: SM Caen, Real Zaragoza, and now, following my move to Brussels, Royal Union Saint-Gilloise, with whom I celebrated their first title in 90 years in May 2025.
When it comes to football, I’ve always been keenly interested in people - after all, football without fans is nothing.
For me, a club, a league, a nation can have its narrative, its stories, its history. But, it is the fans - their attendance, their rituals, their memories, that truly make football what it is. Throughout the work I do, the shirts I collect, it is this thread that is always there.
Interesting Case Studies/News
Below, you will find some recent news within football, alongside some larger case studies that I’ve found interesting, alongside my thoughts and conversations I’ve had with some of the people involved.
Blackpool FC: Reimagining Social Content
Football is about the people. It may exist as an industry, a product, a sport, but the real beauty of football happens through the eyes and ears of those watching it.
Each weekend on the terraces, or in front of the television, is steeped in rituals, a space where the week before and ahead disappears for a few hours before, during, and after.
For those working on club content, this understanding of these stories and the fans who live it is a way to authentically tell their club’s story in an engaging and impactful way.
Blackpool FC’s George Wincott took this supporter-first mindset and ran with it. The incredible results speak for themselves.
Résidence à Domicile au Fc Metz
Paolo del Vecchio, for over a decade, has found himself reflecting on the link between football and art.
Through his various artistic works, he has tried to connect the lines between these two worlds, leading to an art residency at FC Metz in 2024. His character Paolo, the artist-footballer, used his stadium-based workshop, his social channels and the club’s partnerships to tell a story that breaks down the unspoken rules between these two industries, and blends them together to make something unique.
I spoke with Paolo on the They Think Kits podcast about the project, what he wanted to get out of it and what came next.
MBA Football industries x Sky, Kick it Out
The first dedicated MBA in football could only have been created in one of the great football cities: Liverpool.
As the programme grows in reputation year on year, its ongoing partnership with national broadcaster Sky and the English FA’s anti-racism campaign, Kick it Out, provides knowledge, direct pathways, and scholarships to those from all backgrounds to join the beautiful game and become a part of its future.
For other national leagues like the Pro League, this type of inclusive, educational partnership is a powerful way to develop the future of the national game and make it more diverse than ever.
Club World Cup: Unlocking New Opportunities
The modern game has seen significant developments in data, and technology that has fundamentally changed the way we view the game of football.
XG, heat maps, VAR, and everything in between has filled the fan experience with so much more detail, and as Entourage Sport & Entertainment points out, these developments have also led new types of sponsorships to develop in technology.
At this year’s Club World Cup, more moments were captured that provided opportunities for more brand integration, creative ownership and immersive experiences for fans.
For the Pro League, leveraging these moments within the game can provide significant immersion and engagement for fans, and more opportunities for international brands to become a part of the stories unfolding live.
FC Rocquancourt A New Era; La Renaissance
How can amateur football find its voice in one of the most impactful, financially lucrative professional games?
In FC Rocquancourt’s case, rather than looking outward and trying to be like everyone else, it was their unique, provincial - some would say boring (they would!) - little town it finds itself in that made them special.
As they launched their first senior team in the provincial Normandy football league, their smart marketing strategy, coupled with a strong brand identity and crisp, unique storytelling, has now made them a worldwide name.
I had the pleasure to interview Axel, now President of FC Rocquancourt, on the They Think Kits Podcast shortly after the club when viral worldwide, to discuss the club, and their why.
What Brands Want - Football Marketing in 2025
In the words of FCBusiness, today’s sponsors “are looking for more than reach - they’re after depth” in football.
They want “meaningful, multi-layered relationships built on shared values and measurable impact”.
The most interesting insight from their article for me was around “Global Reach, Local Precision”. Clubs/leagues who understand the regions and the fans within them have a great opportunity to connect with these markets, and diversify their commercial portfolios alongside growing their reach and engagement all over the world.