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Top 14: The Stade Français, a legacy of innovation


Interview with Thomas Lombard, former player and now manager of a Stade Français with renewed ambition.


It's the weekend of derbies in the Top 14 with this Sunday, the Ile-de-France duel between Stade Français and Racing but also the Basque-Béarnaise confrontation... relocated to San Sebastian, one of the marketing innovations of the French stadium made in Max Guazzini.

To discover

  • Schedule and Top 14 results

  • Ranking Top 14

Vincent Chaudel is a marketing expert and co-founder of the Sport Business Observatory, the Think Tank of the In&Sport firm whose vocation is to provide analyzes and decryptions on the evolution of sport, both in its economic dimension and social.

Article written in collaboration with François-Xavier Gérard, member of the Sport Business Observatory and expert in organizational management.

Because he understood that all of a club's income is linked to its public, Max Guazzini made the (winning) bet of taking his Stade Français to the Stade de France for its Gala meetings.

But with his departure in 2011, didn't the club lose its marketing culture?

Thomas Lombard:

To win in Paris, Max changed his outlook on rugby.

First there was the choice of “pink”, but also the integration of a notion of spectacle.

Cheerleaders, singers before the match, flags, the arrival of the ball with a remote-controlled car… In short, we can say that Max revolutionized rugby by bringing events before, during and after the match.

With his departure in 2011, it was difficult for his successors to find their style.

They registered as a break and if we add to that a drop in performance and the entry into a new enclosure (Jean Bouin stadium – 2013), we can say that the club has somewhat lost its image of modernity and conviviality. .

The risk of "disenchantment" was real.

4 years ago when I came back to the Stadium, my goal was to go back to the basics,

to this marketing culture which is much more controllable than the result of a match.

And what's more, it had a positive impact on the players, even the employees!

How did this return to basics translate?

To relaunch the dynamic, we decided to formalize a club project around 3 axes including innovation.

In concrete terms, we have embarked on a certification process with AFNOR in order to promote our social and environmental responsibility.

Being the first club to do so is both important for the new generation, whether on the pitch or in the stands.

When there was the COVID, all the clubs asked themselves the question of the return of the public to the stadiums after the confinements.

With the LNR, we launched an “Economic Development & Innovation” commission.

We have studied various avenues, including technological innovations such as NFTs.

By partnering with, we became the first French rugby club to launch Fan Tokens.

The valuation of digital assets will be one of

 Sportem 's round tables

next Tuesday.

Why is the Stade Français hosting this event?

3L agency

The valuation of digital assets will be one of

 Sportem 's round tables

next Tuesday.

Why is the Stade Français hosting this event?

With the presence of Tremplin, ESG Sport, Institut Médical Sport Santé, Sporsora and Union Sport & Cycle in the spans of the Jean Bouin stadium, we are in fact a place dedicated to sport and 'innovation.

On a daily basis, this allows us to initiate collaborations for the management of our infrastructures, the support of performance for the staff and the workforce.

Hosting the 2023 European Sports Marketing Show is an opportunity to meet “at home” more than 50 exhibitors.

It is also the possibility of exchanging with other rights holders of European sport and finding new services or solutions to offer to improve the match experience of our different clienteles… and thus maintain our image as an innovative club!

Source: lefigaro

All sports articles on 2023-03-26

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