What Stade Bollaert-Delelis does

RC Lens Merchandising is the official merchandise arm of Racing Club de Lens, a Ligue 1 French football club based in the mining basin of Lens, Pas-de-Calais. Operating under the trading names Boutique Emotion Foot and Boutique officielle RC Lens, the company is registered in France under SIRET 873 803 456 00102 with APE code 4764Z (retail sale of sports articles in specialized stores). It runs a dual-channel retail model: a single physical boutique co-located at Stade Bollaert-Delelis (5 Rue Maurice Carton, 62300 Lens) and the e-commerce platform boutique.rclens.fr, which supports a Click & Collect option for online orders picked up at the stadium store.

The product catalog spans official and replica match jerseys (Replica Officiel Domicile/Extérieur Adulte Homme at €115, standard Replica at €100, training/prematch at €60-€75, junior at €75), shorts, accessories (socks €23, caps €28, bob hats €30, scarves €15-€18), supporter items, books and magazines, and licensed collectibles including a 3D LED puzzle of the stadium and the Lampi mascot children's line (plush toys, drawstring bags). Pricing ranges from €1.75 (candy bags) to €120 (Adidas Spezial collaboration shoe), with free shipping over €90 in Metropolitan France. International shipping is offered across Europe, French overseas territories, and global destinations including USA, Canada, Africa, Asia, Oceania, and the Middle East. A subscriber discount program grants season ticket holders €10 off replica/official jerseys and 10% off other products during the 2024/2025 season. The business is supported by Adidas as kit supplier and a broad licensing ecosystem including Puma, ABUS, Krys, DeinDesign, OneTrophy, Stella Baby Foot, ACM Design, Charles Canon, alongside major club sponsors Winamax, Auchan, Aésio Mutuelle, Veolia, and Nexans.

Name

Stade Bollaert-Delelis

Legal name

RC LENS MERCHANDISING

Website

https://boutique.rclens.fr

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

RC Lens Merchandising operates the official merchandise boutique of Racing Club de Lens football club, selling jerseys, training apparel, supporter accessories, and collectibles via boutique.rclens.fr and a physical store at Stade Bollaert-Delelis in Lens, France, serving fans domestically and internationally.

Ownership category

akta.pro rank

Product category

Sports Merchandise Retail

NAICS

Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (45811)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Customized & Personalized Fan Gear Retail (CRAMAOAJ)

Keywords

• Official football merchandise
• Licensed sports apparel
• Club supporter accessories
• Football jersey retail
• Stadium merchandise boutique

Headquarters

HQ city

Lens

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Merchandise Retail Sales: Sale of official RC Lens branded merchandise including jerseys, training gear, accessories, and supporter items through the official boutique e-commerce platform and physical store at Stade Bollaert-Delelis. Revenue is generated through one-time product transactions with various price points ranging from €1.75 to €120.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

RC LENS MERCHANDISING operates the official merchandise boutique of Racing Club de Lens, selling licensed RC Lens jerseys, training and prematch apparel, supporter accessories, footwear, and collectibles through the boutique.rclens.fr e-commerce platform and a physical store at Stade Bollaert-Delelis. Offerings include personalized jersey customization (flocage) and exclusive club-commemorative items such as the Coupe de France 2026 Winners collection.

Differentiator

Problem solved

Functional benefit

Brands

• Collection Lampi: Child mascot character collection featuring plush toys, drawstring bags, scarves, and t-shirts for children featuring the Lampi mascot character of RC Lens.

Products and services

• Official RC Lens Match Jerseys (Replica and Replica Officiel, Domicile and Extérieur, 2026-2027 season) Official licensed replica jerseys of Racing Club de Lens for the 2026-2027 season, in home (Domicile) and away (Extérieur) variants across men's, women's, and junior sizes, with optional name/number customization (flocage). Sold to RC Lens supporters and football fans.
• RC Lens Training and Prematch Apparel 2026-2027 Training and prematch collection including adult prematch home/away jerseys (€75), staff training jersey (€60), and presentation jacket (€100), targeted at RC Lens supporters seeking replica off-pitch apparel.
• RC Lens Supporter Accessories Match-day and everyday supporter accessories branded with RC Lens identity, including socks (€23), caps (€28), bucket hats (€30), scarves (€15-€18), supporter t-shirts, and Lampi mascot merchandise. Designed for individual RC Lens supporters and fans.
• RC Lens Co-Branded Footwear (Adidas Spezial, Puma Caven) Officially licensed collaboration footwear between RC Lens and Adidas (Adidas Spezial) and Puma (Caven), offered as collectible branded sneakers for supporters and sneaker/fashion buyers.
• Collection Lampi (Mascot Merchandise) Kids-focused merchandising line built around the official Lampi mascot character, including plush toys (€19.80), drawstring bags (€5), scarves, and t-shirts (€15), targeted at children of RC Lens supporters and family gift buyers.
• Coupe de France 2026 Winners Commemorative Collection Commemorative merchandise celebrating RC Lens' Coupe de France 2026 victory, including t-shirts in adult and junior sizes, scarves, mini pennants, magnets, and keychains, sold to fans and collectors of club memorabilia.
• RC Lens Licensed Books, Magazines, and Collectibles Editorial and collectible items including club books, the Sang & Or magazine, the RC Lens planner/diary, and a 3D LED puzzle of Stade Bollaert-Delelis, offered to RC Lens supporters and collectors.
• Jersey Personalization (Flocage) Service Custom jersey printing service applied to RC Lens replica jerseys, offering standard player names/numbers or fully custom text, sold alongside the jersey to individual buyers. Personalized items are non-returnable except for defects.

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, premium and minor.

• AdidasmajorOEM/ Whitelabel/ Licensing PartnerAdidas is the kit supplier for RC Lens, providing official match jerseys, training gear, and footwear. The boutique sells Adidas-branded RC Lens products including the limited edition Adidas Spezial collaboration shoes at €120.
• WinamaxmajorGTM or Marketing PartnerWinamax is a major partner of RC Lens, appearing as one of the trois partenaires majeurs (major partners). The betting/gaming company's logo is displayed on the official boutique site.
• AuchanmajorGTM or Marketing PartnerAuchan is a major partner of RC Lens. As a major retailer, Auchan appears as one of the principaux partenaires appearing on the boutique website.
• KryspremiumGTM or Marketing PartnerKrys operates an official RC Lens optician store (krys-rclens.com) selling optical products with club branding. Listed as part of the official licenses.
• DeinDesignpremiumTechnology or IntegrationDeinDesign provides phone case customization with RC Lens branding. Partnered for official licensed phone accessories.
• OneTrophypremiumChannel Partner/ Reseller/ DistributorOneTrophy is an official license partner producing trophies and awards with RC Lens branding.
• Stella Baby FootpremiumOEM/ Whitelabel/ Licensing PartnerStella Baby Foot produces RC Lens branded foosball tables under a collaboration agreement.
• ACM DesignpremiumOEM/ Whitelabel/ Licensing PartnerACM Design produces RC Lens branded standing tables/furniture as an official license partner.
• Charles CanonpremiumOEM/ Whitelabel/ Licensing PartnerCharles Canon produces RC Lens branded table knives as an official license partner.
• Aésio MutuellepremiumGTM or Marketing PartnerPremium partner of RC Lens with logo displayed on the official boutique site.
• VeoliapremiumGTM or Marketing PartnerPremium partner of RC Lens with logo displayed on the official boutique site.
• NexanspremiumGTM or Marketing PartnerPremium partner of RC Lens with logo displayed on the official boutique site.
• PumaminorOEM/ Whitelabel/ Licensing PartnerPuma produces RC Lens collaboration shoes (Chaussures RC Lens x Puma Caven), available on promotion at €25.50 (original price €85.00).
• ABUSminorOEM/ Whitelabel/ Licensing PartnerABUS produces RC Lens branded bicycle helmets (Macator for adults, Youn-I 2.0 for juniors, Smiley 3.0 for children) available in the supporter accessories section.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Fanatics: Largest licensed sports merchandise platform operating club stores on behalf of many teams. Relevant as the broad incumbent in the licensed sports merchandise category that competes for global fan wallet share.
• Adidas: Global sportswear manufacturer and kit supplier for multiple clubs including RC Lens. Relevant as the upstream brand that captures most premium kit value and sets the design/price points for official merchandise.
• Nike: Global sportswear giant that supplies kits to many top football clubs and competes for licensed merchandise category share. Comparable as the broader incumbent setting industry pricing and design standards.

Regional players

• Lille OSC Official Store: Official merchandise retailer of Lille OSC, RC Lens' regional Ligue 1 rival in northern France. Comparable as a regional French football club operating an official merchandise channel in the same geographic market.

Direct peers

• FC Barcelona Official Store: Global e-commerce plus multi-location retail operation for FC Barcelona, one of Europe's largest club merchandising businesses. Comparable as official club merchandise retailer with international shipping and personalization services.
• Olympique Lyonnais Official Store: Official merchandise retail for OL, a Ligue 1 club with integrated e-commerce and stadium-based boutique. Comparable business model of stadium boutique plus global e-commerce for licensed kits and fan gear.
• Manchester United Official Store: Official club merchandise operation of Manchester United serving a global fan base. Comparable model with stadium retail, e-commerce, personalization, and licensed non-kit product extensions.
• Olympique de Marseille Official Store: Official merchandise retail for Olympique de Marseille, another top Ligue 1 club with passionate national fan base. Comparable dual-channel model selling Puma-supplied kits, supporter accessories, and collectibles.
• Paris Saint-Germain Official Store: Official e-commerce and physical retail operation for PSG, the largest Ligue 1 club by revenue and global fan base. Directly comparable as a French Ligue 1 club's official merchandise channel with international shipping and premium Adidas kit partnership.
• Stade Français Paris: Official retail operation of Stade Français, a top French rugby club with similar stadium-based boutique and licensed merchandise approach. Comparable as a French stadium-anchored club merchandising entity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/stade-bollaert-delelis

Revenue estimate

Valuation estimate

Number of profiles

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 Bollaert-Delelis