Paris, 11 June 2019 – Lagardère Sports, part of Lagardère Sports and Entertainment, is proud to announce that Saint-Étienne Football Club (AS Saint-Étienne) has added four new official partners since last April. This is a notable achievement for the agency and les Verts (the Greens), who have been in collaboration since 2010.

Three of the four new partners, Atrium, WF and BymyCar, have not used sponsorship as a means of communication in the past. The first brand to join the group was Afflelou, an optician chain which has been involved in the sports sponsorship field for several years. Each new partner will enjoy exclusive visibility.

The Afflelou brand will be displayed on the back of the shirt and across all club communication until 2021. It will also benefit from digital activations in keeping with the dynamics of AS Saint-Étienne.

Atrium, a group specialising in the sale and rental of real estate, will be displayed on one of the chest pockets of the shirt, benefitting from this visibility, along with other activation activities and the club’s hospitality services until 2022.

BymyCar, the second largest automobile distributor in France, will appear on the jersey and will also receive a full visibility and hospitality programme.

The WF Invest group will deliver its event expertise through its subsidiary WF Events, a company specialising in sports venue management. More pointedly, the company will support the club in revising its receptive offer. WF Invest will benefit from a visibility and public relations programme during AS Saint-Étienne home games until 2024.

Roland Romeyer, president of AS Saint-Etienne said: “We are delighted and proud to welcome Afflelou, Atrium, WF Invest and BymyCar to our club. We would also like to thank Lagardère Sports for giving us the opportunity to carry out these four promising operations. We look forward to starting this new adventure and working together on some great projects.”

Laurent Moretti, Managing Director France of Lagardère Sports and Entertainment: “Finalising these new partnerships demonstrates our expertise and knowledge of the football industry. The club’s new marketing strategy, which aims to get closer to its fans, together with its sporting dynamics and its prestigious image, are all assets that render AS Saint-Etienne particularly attractive to brands. Our teams are proud to support and advise this historic French club.”


About Lagardère Sports

Lagardère Sports is a leading sports marketing agency, enhancing the global network of local experts dedicated to providing innovative solutions to its clients. Sport has the particular power to elicit emotions and generate passion, sources of personal enrichment, sharing, and intense collective experiences. At Lagardère Sports, we dedicate our passion and expertise to our clients by offering them privileged access to the endless opportunities within sports. Lagardère Sports is part of Lagardère Sports and Entertainment with more than 1700 employees worldwide, and has a history that began more than 50 years ago.