Le Coq Sportiffounded in 1882, experienced its peak in the 70s and 80s, establishing itself as an icon of international sports, but today it faces bankruptcy. In 1986, its emblematic rooster logo was immortalized on the team’s shirt. Argentine national teamled by Diego Maradonawho conquered the Mexico World Cup.
The brand also dressed Michel Platini’s Saint-Étienne and tennis player Yannick Noah, winner of Roland Garros 1984, reaffirming its prestige in the sport.
However, Le Coq Sportif faces a serious financial crisis, declaring losses of 18.2 million euros in the first half of 2024, compared to 10.5 million in 2023.
Neither the loan of 2.9 million from the Olympic Games Committee nor the support of 12 million from the French State could prevent its fall. Despite producing 275,000 pieces for the French delegation at the Paris Games, the efforts did not translate into economic relief.
With 75% of its capital in the hands of the Swiss group Airesis, it was looking for new investors, while facing a debt of 5.3 million euros with the French Rugby Federation and putting 330 direct jobs at risk.
Los Pumas, Argentine tennis and other herbs
According to reports, he is about to cancel all his commercial agreements with sports clubs and institutions, including the Argentine Rugby Union (UAR) and some tennis players.
In this way, Los Pumas could be left without a shirt in case the course of the economy of the French sportswear brand does not improve. It should be noted that Le Coq Sportif had entered a “judicial reorganization process” at the end of November that will be evaluated for six months to evaluate its operational continuity.
The Pumas began to be dressed by Le Coq Sportif at the beginning of 2024, after having previously played the Rugby World Cup in France 2023 from October to November 2023 with Nike as a technical sponsor. The contract with the rooster house is for four years.
In addition, Le Coq Sportif had also been reborn in Argentina through private capital and thus approached tennis and other sports. One of the visible faces of the world of rackets is Sebastián Báez, one of the first to sign with the French company.
Source: Ambito
