What Amaury Group does

Amaury Group (legal entity LES EDITIONS P. AMAURY) is a privately held, family-owned French sports media and events conglomerate headquartered in Boulogne-Billancourt, founded in 1944 by Emilien Amaury and now in its third generation of family leadership under President Marie-Odile Amaury, with the group employing approximately 800 people and generating €557 million in annual revenue. After the 2015 divestiture of Le Parisien to LVMH's Les Échos group, Amaury consolidated around two complementary verticals: sports media (L'Équipe newspaper, digital platform, La Chaîne L'Équipe TV, France Football, Vélo Magazine, Journal du Golf, Sport & Style, L'Équipe Magazine, and the Presse Sports photo agency) and sports events (Amaury Sport Organisation, organising 100+ events in 35 countries including the Tour de France, the Dakar Rally, the Schneider Electric Marathon de Paris, and the Vuelta a España). The third strategic arm, Amaury Media (83 staff), acts as the integrated advertising sales house for all group properties and, as of 2025, also commercialises inventory for Ligue 1+ and Tennis Channel in France. A fourth adjacency, Team Active (acquired 2016 as Duprat Concept), operates 41 leisure and corporate team-building sites across Europe.

L'Équipe is the #1 sports information brand in France, distributing content through paid print (215,000+ copies/day average), a digital platform reaching 2.5 million unique daily visitors with 187,000+ digital subscribers (a separate source cites 352,000 paying subscribers), and La Chaîne L'Équipe (the only free-to-air sports channel in France) reaching 6.6 million daily viewers; across all channels, 43 million French people contact the brand each month. A.S.O.'s calendar includes the Tour de France, Tour de France Femmes avec Zwift, Dakar Rally (broadcast in 190 countries), Vuelta, Critérium du Dauphiné, Schneider Electric Marathon de Paris, Lacoste Ladies Open de France, Tour Voile, and the Lidl Deutschland Tour, plus 400,000+ annual participants in mass-participation events and 100,000 guests in hospitality programmes. The group owns and operates several iconic global awards: the Ballon d'Or, Ballon d'Or Féminin, Trophée Kopa, Vél d'Or, and Champion des Champions.

The group's business model is a hybrid of consumer subscription (€1 / issue print, recurring digital), advertising sales via Amaury Media across print/digital/TV/data/social, sports-event commercial exploitation (broadcasting rights, title sponsorships with Schneider Electric, Dacia, Lacoste, Zwift, and Lidl, hospitality packages, and entry fees from mass-participation events), and B2B leisure services from Team Active (corporate seminars, team-building, subcontracting for Barrière, Pierre & Vacances, Center Parcs, and Belambra). Go-to-market is therefore multi-channel: sales-led sponsorship sales for A.S.O. and Amaury Media, event-driven customer acquisition through owned sporting events, and direct-to-consumer digital and print subscriptions for L'Équipe. The disclosed technology stack is entirely third-party (Google Analytics, Piano Analytics, Qlik, Looker, Datadog, OnCrawl, Ahrefs, SEMrush, Screaming Frog); no proprietary AI, ML, or platform technology is described, and the group remains wholly family-controlled with no external institutional capital or public listing.

Name

Amaury Group

Legal name

LES EDITIONS P. AMAURY

Website

https://amaury.com

Company type

Private

Founded year

1944

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Amaury Group is a French family-owned sports media and events conglomerate owning L'Équipe (newspaper, digital, TV), France Football, and Amaury Sport Organisation (Tour de France, Dakar, Marathon de Paris), plus Amaury Media advertising sales, serving 43 million French consumers and global corporate sponsors across 35 countries.

Ownership category

akta.pro rank

Product category

Sports Media & Events

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

akta.pro secondary industry

Sports OTT Aggregators & Bundling Services (MPAKAOAB)

Keywords

• Sports media
• Sports events
• Event organization
• Advertising sales
• Sports journalism

Headquarters

HQ city

Boulogne-billancourt

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Print and Digital Newspaper/Magazine Sales: Sale of physical newspapers (L'Équipe: 215,000+ copies/day) and magazines (France Football, Vélo Magazine, L'Équipe Magazine) through retail and subscription. Also includes digital subscription revenue from lequipe.fr with 187,000+ digital subscribers.
2. Advertising and Media Sales (Amaury Media): Amaury Media acts as the advertising sales house for all group media properties across print, digital, television, and social channels. It commercialises ad inventory for L'Équipe brand, France Football, Vélo Magazine, Journal du Golf, Tennis Channel, and Ligue 1+. Revenue is generated through classical ad formats and special custom operations (OPS/sponsorship/partnerships). The division employs 83 people.
3. Sports Event Organisation (A.S.O.): Amaury Sport Organisation creates, organises, and commercially exploits international sporting events including the Tour de France, Dakar Rally, Marathon de Paris, and Lacoste Ladies Open de France. Revenue derives from broadcasting rights, event sponsorships, partnerships, hospitality, and entry fees from mass-participation events.
4. Leisure and Team-Building Activities (Team Active): Team Active generates revenue by operating 41 leisure sites across Europe (31 in France), offering corporate seminars, team-building events, and adventure activities (karting, adventure courses, jet ski). It also acts as a subcontractor for major European tourism operators.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels5 records

Core offering

Amaury Group is a family-owned French sports media and events conglomerate. It operates the L'Équipe media brand across print, digital, TV, and magazines; organizes international sporting events through A.S.O. (Tour de France, Dakar Rally, Marathon de Paris); sells advertising across its media properties via Amaury Media; and runs Team Active, a network of 41 leisure sites for corporate seminars and team-building.

Product overview

Amaury Group is a family-owned independent group and leader in sports media and events in France. The company operates a multi-platform portfolio centered around the L'Équipe brand (newspaper, magazine, digital platform, TV channel), publishes specialty titles (France Football, Vélo Magazine, Journal du Golf, Sport & Style), operates the photo agency Presse Sports, and runs Amaury Media as its advertising regie. Through A.S.O., the group organizes over 100 international sports events including the Tour de France, Dakar Rally, and major running events. Team Active provides leisure and corporate sports activities across 41 sites. The group also expanded in 2025 with Tennis Channel and Ligue 1+ partnerships. Key awards include the Ballon d'Or, Vélo d'Or, and Champion des Champions.

Differentiator

Problem solved

Functional benefit

Brands

• L'Équipe 24/24: 24-hour sports news TV channel and digital platform with 2.5 million daily visitors
• L'Équipe live
• L'Équipe explore
• France Football
• Vélo Magazine
• Journal du Golf
• L'Équipe Magazine
• Le Journal du Runner
• Le Journal du Nautisme
• Sport & Style
• Presse Sports
• Schneider Electric Marathon de Paris
• Lacoste Ladies Open de France
• Tour Voile
• Team Active
• Ligue 1+
• Tennis Channel

Products and services

• L'Équipe Daily Newspaper Daily sports newspaper sold via newsstands and home delivery; 215,000+ copies/day. Targets individual sports readers in France.
• L'Équipe Magazine Weekly Saturday magazine exploring sport culture and media trends. Targets individual consumers.
• France Football Magazine Monthly football magazine, official awarder of the Ballon d'Or since 1956. Targets football enthusiasts.
• Vélo Magazine Monthly cycling magazine covering competitive cycling, awarding the Vélo d'Or annually. Targets cycling enthusiasts.
• Journal du Golf The most widely read golf monthly in France. Targets golf players and enthusiasts.
• Sport & Style Lifestyle magazine combining sports coverage with fashion and style content. Targets individual lifestyle readers.
• L'Équipe Digital Platform Sports website and mobile app with news, live scores, video, and 187,000+ digital subscribers. Targets individual sports consumers.
• La Chaîne L'Équipe (TV Channel) Free-to-air sports TV channel on TNT broadcasting in France with 6.6 million daily viewers. Targets French households.
• Amaury Media Advertising sales house selling ad inventory across print, digital, TV, social, and data for group brands. Targets brands, agencies, and advertisers.
• Amaury Sport Organisation (A.S.O.) Events Sports event organization across cycling, motorsport/rally raid, mass participation, golf, and sailing. Targets sponsors, broadcasters, municipalities, and participants.
• Team Active Network of 41 leisure and adventure sites offering corporate seminars, team-building events, and adventure activities. Targets corporations and individuals.
• Presse Sports Photo Agency Photo agency with 12+ million images licensed to media and professionals. Targets media clients.

Quantifiable outcome

• 43 million French people contact the L'Équipe brand each month
• +7 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered minor and core.

• GreenoxxminorStrategic or Co-development PartnerA.S.O. partnered with the Greenoxx NGO for environmental actions around the Dakar Rally, focusing on environmental protection and sustainable event management in the regions traversed by the event.
• TechominorStrategic or Co-development PartnerA.S.O. partnered with the Techo association across South American countries traversed by the Dakar Rally, developing social and community programmes in each country visited by the event.
• Muséum national d'Histoire naturelle (France)coreStrategic or Co-development PartnerThe Tour de France has a long-standing partnership with France's National Museum of Natural History for biodiversity studies and environmental impact assessments, including Natura 2000 incidence studies. This partnership supports the Tour's environmental commitments.
• Lidl (Tour d'Allemagne / Lidl Deutschland Tour)minorChannel Partner/ Reseller/ DistributorLidl serves as the title sponsor of the Tour d'Allemagne cycling race organised by A.S.O., providing financial support and brand association with the event.
• Schneider Electric (Marathon de Paris)coreChannel Partner/ Reseller/ DistributorSchneider Electric is the title sponsor of the Schneider Electric Marathon de Paris organised by A.S.O., one of Europe's major marathons.
• Dacia (Dakar Rally)coreChannel Partner/ Reseller/ DistributorDacia is the title sponsor and official vehicle supplier for the Dakar Rally, competing with the Dacia Sandriders team. The partnership includes vehicle supply and team sponsorship.
• Lacoste (Lacoste Ladies Open de France)minorChannel Partner/ Reseller/ DistributorLacoste is the title sponsor of the Lacoste Ladies Open de France golf tournament organised by A.S.O.
• Barrière, Pierre & Vacances, Center Parcs, BelambraminorChannel Partner/ Reseller/ DistributorTeam Active operates as a subcontractor and activity provider for major French tourism operators including Barrière, Pierre & Vacances, Center Parcs, and Belambra, providing team-building and leisure activities at their sites.
• Zwift (Tour de France Femmes avec Zwift)minorChannel Partner/ Reseller/ DistributorZwift is the title sponsor of the Tour de France Femmes avec Zwift, A.S.O.'s elite women's cycling race.
• France Info and France Télévisions (Demain le Sport)minorStrategic or Co-development PartnerL'Équipe co-created the 'Demain le Sport' event with France Info and France Télévisions — a day of debates, masterclasses, and round tables to imagine the sport of tomorrow, first held in 2021.
• Human Race (UK subsidiary)minorOthersIn 2017, A.S.O. acquired Human Race, a UK-based events company that organises mass-participation sporting events, expanding A.S.O.'s footprint in the British market.

Scale indicators17 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• IRONMAN Group: Owner and operator of the IRONMAN triathlon series and mass-participation endurance events globally. Directly comparable to A.S.O.'s mass participation portfolio (Schneider Electric Marathon de Paris) and Team Active's leisure events business model.
• Infront Sports & Media: Global sports marketing company that manages media and marketing rights for major sports events and federations. Comparable to A.S.O. in event organization and rights commercialization across cycling, winter sports, and football.
• Mediapro: Spanish-headquartered media and sports rights group that produces and distributes live sports (including Ligue 1 historically) and organizes events. Comparable to Amaury as a vertically integrated European sports media and event business.
• TKO Group Holdings: Parent of UFC, WWE, IMG, and PBR—combines owned sports IP, event organization, athlete management, and media rights distribution. Directly comparable to Amaury's integrated model of owned sports properties (Tour de France, Ballon d'Or) plus media and advertising operations.
• Formula One Group: Liberty Media subsidiary that owns and commercializes Formula 1 as both an event organizer and a media rights business. Closely comparable to A.S.O.'s model of owning premier international motorsport properties (Dakar Rally) and monetizing them across broadcasting, sponsorship, and hospitality.
• Octagon: Interpublic-owned global sports marketing agency managing sponsorship rights, athlete endorsements, and event consulting for brands and federations. Comparable to Amaury Media's sponsorship sales function and A.S.O.'s event commercialization approach.

Broad incumbents

• ESPN (Disney): Dominant US sports media platform offering linear television, digital, streaming (ESPN+), and original content. Comparable to L'Équipe as the national flagship sports information brand, though operating within a much larger Disney-owned portfolio.
• Warner Bros. Discovery (Eurosport): European-focused sports broadcaster and streaming service operating across multiple European markets. Comparable to La Chaîne L'Équipe and L'Équipe Live as a pan-European sports media destination, though as part of a much larger entertainment portfolio.

Emerging players

• DAZN: Subscription-based sports streaming service operating globally with a focus on boxing, football, and combat sports rights. Comparable to L'Équipe Live and Ligue 1+ as a digital-first sports distribution platform competing for the same advertiser and subscriber wallets.

Regional players

• beIN Media Group: Qatar-based sports and entertainment broadcaster operating beIN Sports across MENA, Asia, and other regions. Comparable to Amaury Media as a multi-territory sports advertising and broadcasting sales operation, though focused on different geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amaury Group