The Saint-Etienne team, in 1976. -
Staff / AFP
In our podcast “Minute Papillon!
", Today, we go back in time, with a new episode of our series" There was a first time in the history of sport ... ".
It evokes the fifty years of jersey sponsorship in the French football championship, now called Ligue 1.
Episode 3: When French footballers became sandwich men, in 1970
Back in September 1970, when the French Football Federation authorized the clubs to negotiate the advertising on the kits themselves.
A practice banned until 1968 on the lawns of France and everywhere in Europe.
However, displaying a mark on a football shirt is not new since in 1877, an English club had already tried the experiment.
“Shocking!
»Within the very puritanical authorities of football of the time.
From Manufrance to Saint-Etienne or RTL to PSG to Hyundai in Lyon or Orange to OM, a look back at a practice that has become commonplace.
Our guest, Bastien Drut, economist, explains to us how sponsorship remains an essential budget line for the finances of French clubs condemned to juggle accounts.
If you want to learn more about this lucrative first time, turn on the sound!
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