Le Coq sportif, an emblematic brand of French sport, created in 1882, finds itself at the heart of the news by supplying the jerseys of the French rugby team for this World Cup which is being played at home, until October 28 . The brand will also provide all the equipment for French athletes at the Paris 2024 Games. Two events which are accompanied by financial difficulties.
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“A real boost”, recognizes Marc-Henri Beausire, CEO of Le Coq sportif, who took over the famous sports brand in 2007. The effect of the Rugby World Cup in France on jersey sales is undeniable. “A record for the French Rugby Federation”, adds the boss of the brand, with “soon 20 million euros in turnover”against 8 or 9 who were targeted.
Le Coq faces financial difficulties
Le Coq sportif faces another major challenge: dressing all French athletes in 2024 for the Paris Games, a contract which “change the dimension mark”. Problem: the company does not currently have the necessary financing to carry out the project. “10 to 15 million euros are missing to be comfortable”, affirms Marc-Henri Beausire. A difficulty which adds to the problems concerning the Rugby World Cup, for which Le Coq sportif still owes payments to the Federation.
The values of sport and ecology
Created more than 140 years ago, Le Coq sportif returned, after its takeover by Marc-Henri Beausire in 2007, to its historic site in Romilly-sur-Seine, in Aube. The brand is enjoying success again after being a reference in the 70s and 80s. What the CEO likes is both “sport and its values” but also the industrial aspect of his project, which recalls the origins of the brand. By adding ecological concerns today.