Old-timers will remember that the current general manager of ASSE, Jean-François Soucasse, wore the Greens jersey with the Casino logo. It was at the end of the 90s (1), a time when the club and the company were closely linked.
Links that have become a little loose: Casino has not appeared on the Greens' jerseys since 2001. And even then, it was under the Géant banner. An “anomaly” for some ASSE supporters, who still remember the goals of Lubomir Moravcik, Philippe Tibeuf or Étienne Mendy.
A partnership extended to other brands in the group
An anomaly that is in the process of being repaired since “ASSE and the Casino group are renewing their historic partnership for the 2024-2025 season,” the two brands indicate in a press release. Thus, the logo will appear on the new jersey of the women's team.
“In addition, this partnership is extended to all of the group's brands such as Casino Shop, Petit Casino, Spar, Vival, Monoprix and Franprix,” it is specified.
“We are very happy to be back on the jersey”
The opportunity to recall that ASSE was born, indirectly, from the will of Geoffroy Guichard, founder of Casino: in 1919, he decided to create a multi-sports club for the leisure time of his employees, the Association sportive Casino, which would obtain the status of professional team in 1933 under the name Association sportive de Saint-Etienne. ASSE was born.
The two institutions “have been partners since the club was founded, over 90 years ago,” a person close to Casino likes to point out. “A record longevity in the history of football sponsorship in France.” Indeed, while Casino no longer appeared on the jerseys, the brand was a partner in other forms, such as with the “Kid's club” (read elsewhere).
A “nonequaled” story
“We are very proud to continue our commitment to ASSE,” confided Philippe Palazzi, CEO of Casino. “Involving the Women's team in this partnership was particularly important to us, and we are very happy to return to the green jersey.”
Ivan Gazidis, the president of ASSE, also says he is “happy to see the story continue through a meaningful partnership, uniting two leading entities in the region.” A story that he considers “unparalleled […]. Our players will ardently defend our colours with the presence of the Casino group on their jersey.
(1) Jean-François Soucasse played two seasons, in 1995-1996 and 1997-1998.
A partnership that has never ceased
Although the logo was no longer visible, the partnership never ceased. In particular through the Kid's Club, of which the Casino group has been an official partner since the 2021-2022 season.
Known for offering sports activities in the towns where it travels, the Kid's Club has an educational tool at the Robert-Herbin sports centre: a vegetable garden has been set up there, allowing children to discover the life cycle of food, the seasonality of products as well as the nutrition of athletes.
“The Casino group will therefore continue to provide material and financial support to the Kids Club, in order to continue these awareness-raising actions from a very young age,” the brand indicates in the press release.
GIPHY App Key not set. Please check settings