What Stade Brestois 29 does

Stade Brestois 29 is a professional French football association founded on 26 June 1950, operating as a Société Anonyme (SA) under president Denis Le Saint (since May 2016) with vice-president Gérard Le Saint and administrator Bernard Segalen. The club competes in Ligue 1 McDonald's after returning to the top flight in 2019 and recorded its best-ever finish of 3rd place in the 2023-24 season; in 2025-26 it sat 12th with 39 points from 34 matches. Operations are anchored at Stade Francis-Le Blé in Brest (15,220 seats across four tribunes, including the 6,548-seat Crédit Mutuel Arkéa tribune) and at the Centre de l'Armoricaine training center (capacity for 26 professional trainees) plus the Centre SICA – Prince de Bretagne at Kerlaurent, Guipavas.

The club runs a multi-vertical product and service platform: ticketing and season subscriptions via e-billetterie, an official adidas-supplied e-boutique (boutique.sb29.com) with a physical boutique at Zone de Kergaradec, a mobile application (iOS and Android) for live results, push notifications, and shop integration, cashless stadium payment, and the Bon Air de Brest RSE program certified by Fair Play for Planet. Youth development extends from pre-formation (U8–U16) and Ty-Zef Académie (U10–U13) into a National 3 / U19 / U17 National pipeline, alongside BPJEPS MAPST and CDSSA professional certifications delivered in partnership with Sport Bretagne. The club is integrated with the regional ecosystem through 13 partner amateur clubs (Football à la Pointe), five organized supporters groups with chapters across France, and UN Football for the Goals membership.

The revenue model is typical of mid-market Ligue 1 clubs: matchday gate receipts and season-ticket subscriptions, a share of centralized Ligue 1 McDonald's broadcasting rights, recurring sponsorship revenue from major regional partners (Queguiner, Still, Le-Saint, Crédit Mutuel Arkéa, adidas), merchandise sales, and player transfers developed through the academy. Distribution is direct-to-consumer via online storefronts, mobile app, the physical stadium and boutique, and a network of supporters clubs; commercial partners are activated through tribune naming rights, jersey supply, and community programs. Strategic recent activity in 2026 includes the appointment of Julien Lachuer as head coach following Éric Roy's passing, a rebuilt recruitment cell, the Noé Poillion signing, and the launch of the 2026-27 adidas home kit.

Name

Stade Brestois 29

Legal name

Stade Brestois 29

Website

https://sb29.bzh

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

101–250 employees

Short description

Stade Brestois 29 is a French professional football club founded in 1950, competing in Ligue 1 McDonald's from Stade Francis-Le Blé in Brest and serving supporters, regional sponsors, and youth academy trainees across Brittany and France.

Ownership category

akta.pro rank

Product category

Professional Football Club Services

NAICS

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

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Association Football (Soccer) Leagues (MPAKAAAA)

akta.pro secondary industries

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK), Venue Booking, Ticketing & Event-Day Services (Box Office, Guest Services) (MPAKAEAO), Licensing, Merchandising & Co-Branded Products (Sponsored Merchandise, Collabs) (MPAKALAE)

Keywords

• Professional football club
• Match ticketing services
• Football merchandise sales
• Youth football academy
• Sports event management

Headquarters

HQ city

Brest

HQ country

France

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Match Day Revenue: Ticket sales for home matches at Stade Francis-Le Blé, including season tickets, individual match tickets, and VIP/loge access. Stadium capacity of 15,220 seats generates match day gate receipts.
2. Broadcasting Rights: Revenue from Ligue 1 McDonald's TV broadcasting rights distribution shared among Ligue 1 clubs.
3. Sponsorship and Partnerships: Commercial partnerships with major sponsors (Queguiner, Still, Le-Saint, Credit Mutuel ARKEA) and official partners (SPORT 2000, J.BERVAS, E.Leclerc, Brest-metropole, Guyot, Prince de Bretagne, adidas). Includes jersey sponsorship, stadium naming rights, and partner activations.
4. Merchandise Sales: Official boutique sales including jerseys (adidas equipment), apparel, accessories, and souvenirs through both physical store and e-boutique platforms.
5. Player Transfers: Revenue from selling trained players from the academy to other clubs. Formation program develops talent for potential transfer market.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Stade Brestois 29 is a professional football club that operates Ligue 1 matchday experiences at Stade Francis-Le Blé, sells tickets and season subscriptions through its e-billetterie platform, distributes official merchandise (adidas jerseys and apparel) through both online and physical boutique channels, and runs an extensive youth football development program (Ty-Zef Académie) from U8 to professional level. The club also offers corporate event hosting at the stadium, food and beverage services, professional sports education (BPJEPS MAPST/CDSSA), and player transfer income developed through its academy.

Product overview

Stade Brestois 29 is a professional football club competing in Ligue 1 McDonald's. The club operates a comprehensive ecosystem of products and services centered around its professional team and youth development. Core offerings include matchday experiences at Stade Francis-Le Blé (15,220 capacity), ticketing services with e-ticketing options, and an official merchandise boutique (both online and physical). The club operates extensive youth development programs through Ty-Zef Académie and pre-formation structures (U8-U16), along with professional training facilities at Centre de l'Armoricaine and Centre SICA - Prince de Bretagne. Supporting services include an official mobile application, SB29 TV video content platform, newsletter subscriptions, and event hosting capabilities. The club also provides educational programs through BPJEPS MAPST and CDSSA professional certifications, CSR initiatives under the Bon Air de Brest RSE program, and fan engagement activities including the Breizh Barre promotion game.

Differentiator

Problem solved

Functional benefit

Products and services

• Billetterie (Ticketing)

Quantifiable outcome

• 3rd place Ligue 1 finish in 2023-24 - club's best ever result
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered major, supporting and core.

• SICA - Prince de BretagnemajorStrategic or Co-development Partner · 1 July 2018Agricultural cooperative from Saint-Pol-de-Léon partnered with SB29 training center in July 2018. Naming rights for Centre d'entraînement SICA - Prince de Bretagne at Kerlaurent, Guipavas. Provides support for professional player training facilities.
• Credit Mutuel ARKEAmajorStrategic or Co-development PartnerMajor partner with naming rights to Crédit Mutuel Arkéa tribune (6,548 seats) at Stade Francis-Le Blé. Long-standing financial partner supporting club operations and community initiatives.
• QueguinermajorStrategic or Co-development PartnerMajor partner of Stade Brestois 29. Construction and building materials company providing support for club operations.
• StillmajorStrategic or Co-development PartnerMajor partner (formerly SILL Entreprises). Technology/industrial partner supporting club operations.
• Le-Saint (Groupe Le Saint)majorStrategic or Co-development PartnerMajor partner and co-funder of the 'Fonds de Dotation' for 'Le Football à la Pointe' program supporting amateur football clubs.
• adidasmajorStrategic or Co-development PartnerOfficial equipment supplier providing playing kits, training gear, and merchandise. New 2026-2027 home kit features 2 shades of red with 'Tiro26 competition' collar and 'Penn Huel, tête haute' motto.
• E.LeclercsupportingChannel Partner/ Reseller/ DistributorOfficial partner providing promotional support and sponsorship activation, particularly around community events and food bank collections.
• SPORT 2000supportingChannel Partner/ Reseller/ DistributorOfficial partner - sports retailer with local store presence in Landerneau supporting club merchandise and fan engagement.
• Brest MétropolesupportingStrategic or Co-development PartnerLocal government entity (Brest metropolitan area) supporting club with local infrastructure, facilities, and community development initiatives.
• Football Ecologie FrancecoreStrategic or Co-development PartnerPartner since January 2023 providing guidance on ecological and solidarity transition. Association helping football stakeholders implement sustainable practices as part of 'Bon Air de Brest' RSE program.
• UN Football for the GoalscoreStrategic or Co-development PartnerMember of UN's 'Football for the Goals' initiative aligned with Sustainable Development Goals (SDG). Club's RSE program 'Bon Air de Brest' built on UN ODS framework.
• WEFLO (Transway)supportingTechnology or IntegrationMobility app partnership for 'Viens donc faire un tour à Le Blé' sustainable transport incentive program. Automatic detection of walking, cycling, public transport, carpooling with reward points.
• StadiumGosupportingTechnology or IntegrationCarpooling application dedicated to SB29 supporters enabling shared travel to home and away matches. Reduces environmental impact of supporter travel.
• 13 Partner Amateur Football ClubscoreStrategic or Co-development PartnerNetwork of 13 clubs: AS Brestoise, AL Coataudon, GDR Guipavas, Landerneau FC, SC Morlaix, Paotred Dispount, SP Milizac, Stade Plabennecois, AG Plouvorn, Plouzané AC, EA Saint-Renan, SM Douarnenez, Plougastel FC. 'Football à la Pointe' program provides technical support and development aid.
• Sport BretagnecoreStrategic or Co-development PartnerRegional sports education body based in Dinard. Partnership for BPJEPS MAPST and CDSSA professional training courses delivered through club's Centre de l'Armoricaine.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Toulouse FC: Toulouse FC is a comparable mid-sized Ligue 1 club with similar annual revenue scale, regional commercial partnership structure, and reliance on youth development and Ligue 1 broadcasting rights distribution.
• Clermont Foot 63: Clermont Foot is a smaller Ligue 1/Ligue 2 French club with similar regional identity, comparable revenue scale, and similar dependence on Ligue 1 broadcasting rights distribution as a key revenue source.
• AS Saint-Étienne: ASSE is a historic French football club with similar profile of past Ligue 1 success followed by mid-table/relegation battles, comparable youth academy traditions, and similar dependency on regional identity and broadcasting revenue.
• FC Metz: FC Metz is a comparable French professional club with similar mid-tier Ligue 1/Ligue 2 oscillation profile, comparable stadium capacity constraints (Saint-Symphorien ~26,000), and similar reliance on youth development for player trading.
• Montpellier HSC: Montpellier HSC competes at similar Ligue 1 mid-table level with comparable commercial scale, youth academy investment, and reliance on a single major regional sponsor (same Yaouden-era comparable profile to Brest's mid-tier French clubs).
• RC Lens: RC Lens is a similarly-sized Ligue 1 club with strong regional/working-class identity, comparable stadium (Bollaert ~38,000), and similar reliance on youth development and community-rooted commercial partnerships.
• ESTAC Troyes: ESTAC Troyes is a comparable mid-sized French professional club with similar Ligue 1/Ligue 2 oscillation profile, comparable youth development focus, and similar dependence on regional commercial partnerships.
• AJ Auxerre: AJ Auxerre is a comparable French professional club with strong historical youth academy reputation (similar to Brest's Ty-Zef Académie), currently competing in Ligue 1 with similar mid-tier profile and regional French market focus.
• FC Lorient: FC Lorient is the most direct comparable - another Brittany-based professional French football club of similar size and regional identity, recently competing in Ligue 1/Ligue 2 with comparable revenue scale and stadium capacity constraints.

Regional players

• Stade Rennais FC: Rennes is the regional rival in Brittany, also competing in Ligue 1 with a larger Roazhon Park but similar regional identity focus and Breton cultural roots, making it directly comparable for sponsorship dynamics and fan base composition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SB29
• YouTubeyoutube.com/channel/UC0IUjVIiL24hZx73DahzITA?view_as=subscriber
• Facebookfacebook.com/sb29off
• Instagraminstagram.com/stadebrestois29
• Pinterestpinterest.com/stadebrestois29

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Stade Brestois 29