After decades of successes, the French brand looks for new investors to save its legacy in world sport.
Le coq sportifthe historic French brand that became a reference for international sport, crosses one of the deepest crises of its existence. With an extensive trajectory that included emblematic moments like him MEXICO 1986where he dressed the Argentine National Team, today faces a hard financial reality that threatens its future.
The company, which was once synonymous with success and prestige in the sports world, is at a crossroads. Despite the efforts to move forward and receive support, your crisis is imminent.
Le coq sportif: from glorious moments to an unprecedented crisis
Founded on 1882the French firm reached its maximum splendor during the 70s and 80sconsolidating itself as an icon of sport. His logo became a synonym for great sports deeds, especially in football. The brand dressed figures like Michel Platinifootball player in the Saint-étienne, and the tennis player Yannick Noahwho achieved victory in Roland Garros in 1984.
However, one of the most remembered milestones was his Collaboration with the Argentine National Team at the 1986 World Cup in Mexico. With the emblematic rooster on his shirts, Diego Maradona’s team conquered the world title, which further solidified the link between the company and the sport. Despite these glorious moments, Economic difficulties began to take shape at the end of the 80s and early 90s.
In recent years, the brand failed to adapt to market demands Already changes in the industry. In 2024, the red numbers continued, with A debt that reached 5.3 million euros With the French Rugby Federation. In parallel, the firm also faced a loan of 2.9 million euros of the French Olympic Committee, but the situation did not improve substantially.
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The impact of bankruptcy: Occupational risks and the brand’s future
The financial crisis of Le Coq Sportif is not only endangering its economic viability, but also is affecting the more than 300 employees DIRECT OF THE COMPANY. If the situation is not reversed, Mass layoffs seem to be one of the possible consequences.
With 75% of its capital in the hands of the Swiss group Airesis, The brand is looking for new investors that can save it from bankruptcy. However, the future is still uncertain. The support received by the French State and the Olympic Committee has been insufficient to restore financial stability, which leaves the firm in a crossroads, without guarantees that it manages to overcome the crisis.
Meanwhile, the company is still remembered for its legacy in the history of sport, especially for its participation in events such as the Paris 2024 Olympic Games, where it continued to produce articles for the French delegation. Despite his efforts to remain in force, his financial situation remains critical, which puts at risk not only his survival, but also the recognition of his name in the sports world.
Source: Ambito
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
