Saint-Étienne extends marketing tie-up with Lagardère Sports

French Ligue 1 club AS Saint-Étienne has struck a long-term extension to its marketing partnership with the Lagardère Sports agency.

The two parties have worked together since 2010 and the contract has now been extended through to June 30, 2030.

Lagardère Sports will remain the exclusive marketing agency of the club and will continue to negotiate its sponsorship contracts and its marketing of its hospitality rights, B2B ticketing and seminars.

Laurent Moretti, general director at Lagardère Sports in France, said the agency has helped Saint-Étienne to increase its commercial revenues by 65 per cent since 2010. Moretti also said Saint-Étienne is planning new fan engagement and brand partnership campaigns under the extended contract.

Roland Romeyer, Saint-Etienne president, said: “Our ‘win-win’ alliance has already allowed AS Saint-Étienne to become the fifth-biggest club in Ligue 1 Conforama in terms of commercial revenue. Our desire is to increase our resources in order to consolidate our development.”

The renewal follows a recent extension signed with German Bundesliga club Borussia Dortmund, which will continue working with Lagardère Sports until 2026.