AS Saint-Étienne: club's commercial rights bought back from the Sportfive agency

AS Saint-Étienne (relegated to the Ligue 2 BKT at the end of the 2024-25 season) have bought back their commercial rights from the agency Sportfive, which had held them since 2010, according to a report in the French sports daily L'Équipe on 28/07/2025 that News Tank Football can confirm.

AS Saint-Étienne staff who had been recruited by Sportfive or hired directly by the agency from the club will keep their jobs, directly within the AS Saint-Étienne management structure. In this way, the club, which was acquired by the Canadian group Kilmer Sports Ventures in June 2024, hopes to manage its commercial strategy more directly.

This decision is part of a more general policy of involvement by the family group headed by Larry Tanenbaum. The capital of ASSE Groupe, the holding company that owns AS Saint-Étienne, was increased by €36.5m from €33.38m to €69.88m through the issue of 2.28 million ordinary shares with a par value of €16 each in June 2025.

• In Ligue 1, Sportfive Sector: media and marketing rights agency - Activites: consulting, sale of hospitality products, activations, sale…