AS Beziers Herault

What AS Beziers Herault does

AS Béziers Hérault (ASBH) is a professional rugby union club founded in 1911 in Béziers, France, operating as SASP Béziers Rugby with €8,106,660 in share capital. The club competes in Pro D2 (the second tier of French professional rugby) and plays home matches at Stade Raoul-Barrière, an 18,555-capacity venue built in 1989 that previously hosted Rugby World Cup 1999 matches. ASBH finished 12th in the 2025/26 Pro D2 season and is undertaking a major governance and sporting restructuring for 2026/27 under new President Bob Skinstad, Co-President Piet Mouton (former PSG Group CEO), and Head Coach Gurthro Steenkamp (2007 Rugby World Cup champion with South Africa).

ASBH generates revenue through three primary streams: matchday and ticketing (individual match tickets via OneBoxTDS/SeeTickets and season subscriptions called 'abonnements' that include loyalty benefits such as 20% buvette discounts, 10% boutique discounts, and PASS ASBH partner offers); boutique and merchandise (online store at boutique.asbh.net plus a physical store at the stadium, supported by the cashless 'Carte Drop' payment system); and corporate sponsorship through the Cercle des Partenaires, which convenes 650+ business partners per match across major tiers including Adista, Groupe Barba, Conexio, Eden Auto (BMW), Gilbert, Suez, and institutional partners Ville de Béziers, Agglomération Béziers Méditerranée, Département de l'Hérault, and Région Occitanie. The Centre de Formation, accredited since 2001, develops youth talent through 13 dedicated studios and educational programming, with notable alumni including Yannick Nyanga and Dimitri Szarzewski.

The club's technology stack is standard for professional rugby — no proprietary platforms or novel technical capabilities are described. Distribution relies on direct channels (own ticketing website, own e-commerce boutique, B2B partner sales) supplemented by third-party ticketing platforms. The club maintains an active social media presence on Twitter/X, Facebook, and Instagram, and runs community engagement initiatives including an annual Job Fair (Salon de l'Emploi) and open training sessions. A 15-year partnership commitment between the SASP and the Association (which retains ownership of the ASBH name and identity) was announced in June 2026 alongside new governance.

Name

AS Beziers Herault

Legal name

SASP Béziers Rugby

Website

https://asbh.net

Company type

Private

Founded year

1911

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Professional Rugby Club

NAICS

Sports Teams and Clubs (711211), Spectator Sports (7112)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Individual-Sport Clubs & Teams (Cycling Teams, Athletics/Track Clubs, Swimming Clubs, etc.) (MPAKABAD)

akta.pro secondary industries

Event & Tournament Sponsorship (Title/Presenting Sponsors, Official Suppliers) (MPAKALAB), Licensing, Merchandising & Co-Branded Products (Sponsored Merchandise, Collabs) (MPAKALAE)

Keywords

• Professional rugby club
• Sports ticketing
• Corporate sponsorship
• Rugby academy training
• Sports merchandise

Headquarters

HQ city

Béziers

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Matchday & Ticketing Revenue: Revenue from individual match tickets (sold via OneBoxTDS/Seetickets) and season subscriptions (abonnements). The club runs subscription campaigns with unchanged pricing for 2026/27 and facilitates multi-payment installment options.
2. Boutique & Merchandise: Revenue from the official online and physical boutique, including promotional sales (e.g., -30% jersey discounts). Cashless purchasing via the 'Carte Drop' at stadium buvettes and outlets.
3. Corporate Sponsorship & Partnerships: The club generates revenue through commercial partnerships across tiers: major partners (e.g., Barba Group, Adista, Conexio, Hérault, Ville de Béziers), official partners, and general partners. Sponsorship packages include VIP experiences, pitch-side branding, player sponsorships, and event activations. The Cercle des Partenaires convenes 650+ partners per match.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

AS Béziers Hérault (ASBH) is a professional rugby union club competing in France's Pro D2 division that sells match tickets, season subscriptions, official merchandise, and corporate sponsorship packages. The club also operates a youth training academy (Centre de Formation) accredited since 2001 and manages Stade Raoul-Barrière, an 18,555-capacity home venue hosting matches, hospitality, and corporate events.

Product overview

ASBH operates as a professional rugby union club competing in Pro D2, organised under SASP Bezier Rugby. Its core commercial offering comprises ticketing (via OneBox TDS/SeeTickets) and season subscriptions with loyalty benefits. The product portfolio spans an official merchandise boutique, the PASS ASBH loyalty programme, a cashless payment card (Carte Drop), corporate sponsorship packages with VIP/loge experiences, the Club 1911 premium membership, and a training centre academy. The professional squad competes at the Stade Raoul-Barriere (capacity 18,255), which also houses event facilities including the 'Chez Raoul' brasserie and corporate reception spaces. A cultural commission (COSF) promotes Occitan identity.

Differentiator

Problem solved

Functional benefit

Products and services

• Match Ticketing Individual match ticket sales for home Pro D2 fixtures at Stade Raoul-Barrière, sold via OneBoxTDS and SeeTickets digital platforms for individual supporters and walk-up fans.
• Season Subscription (Abonnement) Annual season pass granting guaranteed seating at all 15 home league matches, plus 20% discount at stadium buvettes, 10% discount at official boutique, access to PASS ASBH partner offers, and two preparation match tickets.
• Official Merchandise Boutique Online and physical store at Stade Raoul-Barrière selling club jerseys, apparel, and accessories with periodic promotional discounts (e.g., -30% off jerseys).
• Corporate Sponsorship Packages B2B partnership programme across tiers (major, official, general) offering brand visibility through VIP loge experiences, pitch-side branding, player sponsorships, and event activations for corporate partners.
• Club 1911 Premium Membership Premium membership club for the most loyal supporters with exclusive content and experiences tied to the founding year heritage.
• Centre de Formation (Youth Academy) Accredited youth training centre (first accredited 2001) providing elite rugby development with individualized tactical, physical, technical and mental preparation alongside educational support for professional qualifications, with 13 equipped housing studios.
• Professional Squad Competition The senior playing squad competing in Pro D2 (second tier French professional rugby) managed by Head Coach, delivering competitive match entertainment at Stade Raoul-Barrière.
• Stade Raoul-Barrière Venue and Hospitality Home stadium with 18,555 capacity hosting matches, hospitality, and corporate events including 19 loges, 430m² 'Chez Raoul' brasserie, modular function rooms, and event-hosting facilities.

Quantifiable outcome

• Season subscription holders receive 20% discount at buvettes, 10% discount at boutique, PASS' ASBH partner offers, and 2 free preparation matches included

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered major and core.

• AdistamajorOthersAdista is listed as a major partner (partenaire majeur) of ASBH. Adista is a telecommunications and IT services company.
• Agglomération Béziers MéditerranéemajorOthersThe Béziers MéditerranéeAgglomération is a major partner of the club, representing the intercommunal local government authority for the Béziers area.
• Groupe BarbamajorOthersGroupe Barba (a hospitality/restaurant group operating venues including Poissonnerie-Brasserie-Barba) is listed as a major partner of ASBH.
• BuesamajorOthersBuesa is listed as a major partner, likely a local business supporting the club.
• ConexiomajorOthersConexio (telecom/connectivity services) is listed as a major partner of ASBH.
• Département de l'HéraultmajorOthersThe Hérault Department is a major institutional partner of ASBH, supporting the club as part of regional sports development.
• Eden Auto (BMW)majorOthersEden Auto (BMW dealership) is listed as a major partner of the club.
• GilbertmajorOthersGilbert is a major partner, known as a French rugby equipment manufacturer.
• Région OccitaniemajorOthersThe Occitanie Region is a major institutional partner supporting ASBH as part of regional sports and cultural policy.
• ShiltonmajorOthersShilton is a major partner, likely a sports apparel/clothing brand.
• Tout sur l'eau (Suez)majorOthersTout sur l'eau (water services, part of Suez/Veolia group) is listed as a major partner.
• Ville de BéziersmajorOthersThe City of Béziers, led by Mayor Robert Ménard, is a major institutional partner of ASBH. The club acknowledges the municipality's decisive support during its first full season under new ownership.
• Gurthro SteenkampmajorOthersGurthro Steenkamp, 2007 Rugby World Cup champion with South Africa, was appointed Head Coach (Entraineur Principal) for the 2026/27 season, succeeding David Irazoqui. He previously played for and coached at Blue Bulls, Toulouse, and Stade Rochelais, bringing elite-level expertise to the club.
• IMSB (Institut des Métiers du Sport Biterrois)coreStrategic or Co-development PartnerThe IMSB is the collecting body for the 13% share of the apprenticeship tax (taxe d'apprentissage) that funds the Centre de Formation. Companies redirect this tax to IMSB which channels it specifically to ASBH's training center.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SU Agen: SU Agen is a historic Pro D2 French rugby club with comparable heritage-driven community positioning and subscription/sponsorship model. Operating in the same second tier, it is a directly comparable peer for ASBH.
• Oyonnax Rugby: Oyonnax is a historic Pro D2 French rugby club currently 4th in the same standings. The club alternates between Top 14 and Pro D2, providing a relevant same-tier competitor and benchmark for promotion/relegation dynamics.
• Colomiers Rugby: Colomiers is a Pro D2 French rugby club based in Colomiers, currently 2nd in the same Pro D2 standings table shown on ASBH's homepage. Both clubs operate in France's second tier with comparable subscription, ticketing, sponsorship, and academy revenue models, making them the most directly comparable peer.
• RC Vannes: RC Vannes currently leads Pro D2 and represents a promotion candidate from a comparable regional French rugby market. Its business model (subscriptions, sponsorship, academy, regional community anchoring) closely mirrors ASBH's, making it a strong same-tier peer.
• FC Grenoble Rugby: FC Grenoble is a Pro D2 French rugby club with comparable urban-based subscription and corporate hospitality model. Same-tier competitor sharing French professional rugby economics and academy pipeline operations.
• Provence Rugby: Provence Rugby is a Pro D2 French rugby club based in Aix-en-Provence, currently 3rd in Pro D2. As a same-tier competitor with similar revenue model (ticketing, subscriptions, sponsorship, academy), it is a directly comparable peer for ASBH.
• US Dax Rugby Landes: US Dax is a Pro D2 French rugby club based in Dax with comparable historical pedigree and similar subscription/ticketing/sponsorship economics. Same-tier peer sharing the French professional second-tier business model.

Broad incumbents

• Stade Toulousain: Stade Toulousain is the dominant Top 14 French rugby club and serves as a broad incumbent benchmark for the upper-bound economics of French professional rugby (broadcast rights, sponsorship scale, academy output). Relevant as a reference point for the Top 14 promotion ambition ASBH's governance has articulated.
• Aviron Bayonnais Rugby Pro: Aviron Bayonnais is a Top 14 French rugby club with comparable Basque/regional heritage-driven community positioning. It serves as a broader-incumbent benchmark for the commercial and cultural model ASBH could pursue if it achieves promotion.

Others

• Gilbert Rugby: Gilbert is a French rugby equipment manufacturer and a current major commercial partner of ASBH. Included as an ecosystem/thematic adjacent comparable because it commercializes the broader rugby ecosystem in France and is intertwined with ASBH's sponsorship and merchandising stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/asbhofficiel
• Facebookfacebook.com/ASBHOfficiel
• Instagraminstagram.com/asbhofficiel
• LinkedInlinkedin.com/company/asbhofficiel

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about AS Beziers Herault