What LOU Rugby does

LOU Rugby (legal name: Lyon Olympique Universitaire – Lou Rugby) is a professional rugby union club founded in 1896 in Lyon, France, and one of the country's oldest continuously operating rugby clubs. The club competes in the Top 14, France's premier professional rugby league, and in the EPCR Challenge Cup at the European level. Its professional men's team (LOU Rugby Pros) is supplemented by LOU Rugby Féminin in the Elite 1 Féminine, the Espoirs U21 academy, and a Centre de Formation providing dual sports-academic education with professional reconversion support. The organization is structured as a Société Anonyme Sportive Professionnelle (SASP) and has been controlled by GL events, a diversified French events and venues conglomerate, since 2017.

The club's commercial operations are anchored by the Matmut Stadium, a 59,000-seat urban venue in Lyon's Gerland district that hosts Top 14 and European matches and is operated in conjunction with GL events for non-matchday corporate event rentals. LOU Rugby operates a multi-channel direct-to-consumer business — official ticketing (billetterie.lourugby.fr), e-commerce boutique (boutique.lourugby.fr), physical stadium store, mobile app, and authorized resellers (France Billet, Ticketmaster, Tick'nBox) — selling match tickets, season subscriptions (abonnements), and licensed merchandise. On the B2B side, the dedicated LOU Business Club (business.lourugby.fr) sells corporate hospitality (salons, loges, premium tribune subscriptions), sponsorship and visibility packages, group/CSE offerings, and venue rental through a direct enterprise sales team. Additional revenue and engagement channels include the LOU Attitude endowment fund (CSR), OVALGREEN sustainability initiative, and the Le Pack business accelerator partnership. Leadership comprises President Marc-Antoine Ginon (also President Director General of GL events sports), CEO Yann Roubert, Sporting Director Fabien Gengenbacher, and Head Coach Karim Ghezal, supported by a staff of approximately 211 employees.

Name

LOU Rugby

Legal name

Lyon Olympique Universitaire – Lou Rugby

Website

https://lourugby.fr

Company type

Private

Founded year

1896

Operating status

Operating

Headcount range

101–250 employees

Short description

LOU Rugby is a professional Top 14 and EPCR rugby club founded in 1896 in Lyon, France, owned by GL events. It serves fans, corporate partners, and the regional community through matchday, retail, B2B hospitality, and stadium venue operations at Matmut Stadium.

Ownership category

akta.pro rank

Product category

Professional Sports / Rugby Club

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Rugby (Union & League) Leagues (MPAKAAAG)

akta.pro secondary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Professional rugby club
• Sports entertainment
• Corporate hospitality
• Stadium venue rental
• Team merchandise

Headquarters

HQ city

Lyon

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, Supply Chain

Revenue model

1. Matchday Revenue: Revenue generated from ticket sales for professional rugby matches in the Top 14 and European Rugby competitions (Challenge Cup) at the Matmut Stadium, including individual match tickets and season subscriptions (abonnements).
2. Retail / Merchandise: Revenue from the sale of official LOU Rugby branded merchandise through the boutique.lourugby.fr e-commerce store and physical boutique locations.
3. Corporate Hospitality & Sponsorship: Revenue from enterprise clients purchasing VIP hospitality packages (salons, loges, tribune subscriptions), visibility/sponsorship solutions, and corporate event hosting at the Matmut Stadium. This includes B2B partnerships sold through the LOU Business Club sales team.
4. Corporate Events & Venue Rental: Revenue from renting out Matmut Stadium facilities and spaces to corporate clients for events, seminars, and other activities outside of matchdays. Services include venue access, hospitality spaces, and logistical support.
5. Ovalgreen: Revenue from Ovalgreen, a sustainability and responsibility initiative (part of LOU Attitude / fonds de dotation), potentially including eco-friendly products, donations, and CSR-driven corporate partnerships.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

LOU Rugby operates a professional rugby club competing in France's Top 14 league and European competitions, selling match tickets, season subscriptions, branded merchandise, and offering VIP corporate hospitality packages, sponsorship visibility, and venue rental at Matmut Stadium in Lyon. The club also runs the LOU Business Club B2B partnership program, the Centre de Formation for player development, the women's team (LOU Rugby Féminin), and the LOU Attitude endowment fund for CSR initiatives.

Product overview

LOU Rugby operates as a professional sports organization with a multi-platform digital ecosystem. The core offering includes the official website (lourugby.fr) for supporter engagement and the LOU Business Club (business.lourugby.fr) for corporate partnerships. Key product pillars include: (1) the official ticketing platform (billetterie.lourugby.fr) and boutique (boutique.lourugby.fr) for direct revenue; (2) Matmut Stadium venue operations serving TOP 14 and EPCR competitions; (3) LOU Business Club providing VIP hospitality, sponsoring visibility packages, and corporate networking; (4) mobile application for supporter services; and (5) the Centre de Formation for player development. The women's rugby team (LOU Rugby Féminin), Association du LOU for youth development, and LOU Attitude endowment fund extend the club's community reach. OVALGREEN sustainability initiatives and Lyon Events venue rental services diversify revenue streams.

Differentiator

Problem solved

Functional benefit

Products and services

• LOU Rugby Official Website (lourugby.fr)
• Billetterie (Ticketing Platform)
• Boutique (Official Merchandise Store)
• Matmut Stadium Venue
• LOU Business Club
• VIP Hospitality Packages (Hospitalités VIP et Billetterie)
• Corporate Visibility and Sponsorship Solutions (Visibilité et Sponsoring)
• Group and CSE Ticket Packages (Groupes et CSE)
• Abonnements Tribune (Premium Tribune Season Subscriptions)
• Annuaire Business Club (Member Directory)
• LOU Rugby Féminin (Women's Rugby Team)
• LOU Rugby Pros (Men's Professional Team)
• Centre de Formation (Training Center)
• Association du LOU
• LOU Attitude (Fonds de Dotation)
• OVALGREEN
• Lyon Events (Corporate Event Venue Rental)
• LOU Rugby Mobile Application

Quantifiable outcome

• 100+ years of club history celebrated in June 2025

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core, major and minor.

• MatmutcoreOthersMatmut is the title sponsor and naming partner of the Matmut Stadium (Matmut x le LOU), the home venue of LOU Rugby. As a major insurance company, Matmut's sponsorship provides significant visibility through stadium naming rights and is prominently displayed on the stadium signage and club communications.
• VicatmajorOthersVicat, a cement and construction materials company, is a partner of LOU Rugby. Vicat's logo is displayed among the club's major partner logos on the official website, indicating a commercial partnership focused on regional visibility.
• SerfimmajorOthersSerfim is a partner of LOU Rugby, with its logo featured among the club's major partners on the official website. Serfim is a regional industrial group operating in infrastructure and public works.
• GL eventscoreOthersGL events is both a partner of LOU Rugby and the parent company of the club. The group operates event venues and provides event management services. The club's website footer references 'Éthique & Conformité | GL events', and GL events' logo is displayed as a major partner. The club's digital infrastructure (website hosting and development) is managed by GL events DSI Digital.
• 6ème Sens ImmobiliermajorOthers6ème Sens Immobilier is a real estate company and partner of LOU Rugby. The company's logo is featured among the club's major partners on the official website.
• ImplidmajorOthersImplid is a professional services / consulting firm and partner of LOU Rugby. The company's logo is displayed among the club's major partner logos on the official website.
• Conseil Régional Auvergne Rhône-AlpesmajorOthersThe Auvergne Rhône-Alpes Regional Council is a partner of LOU Rugby, providing institutional and political support. The region's logo appears among the club's major partners on the official website.
• SafeZone (Staffmatch)minorOthersSafeZone, operating under the Staffmatch brand, is a staffing and HR services company and partner of LOU Rugby. The partnership likely supports the club's event staffing and security needs.
• BFM LyonminorOthersBFM Lyon is a regional news television channel and partner of LOU Rugby. The channel's logo appears among the club's partner logos on the official website, suggesting media partnership and broadcast coverage.
• Crédit Agricole Centre-EstmajorOthersCrédit Agricole Centre-Est, a regional bank, is a partner of LOU Rugby. The bank's logo is displayed among the club's major partners on the official website.
• Eiffage ConstructionmajorOthersEiffage Construction, a major French construction and infrastructure group, is a partner of LOU Rugby. The company's logo appears among the club's major partner logos on the official website.
• EM2C GroupeminorOthersEM2C Groupe is a partner of LOU Rugby, with its logo displayed among the club's partner logos on the official website.
• M COMminorOthersM COM is a communication and media services company and partner of LOU Rugby. The company's logo appears among the club's partner logos on the official website.
• MacronminorOthersMacron is a sportswear and sports equipment brand and partner of LOU Rugby. The company's logo appears among the club's partner logos on the official website.
• Groupe Central AutosminorOthersGroupe Central Autos is an automotive dealer group (Audi brand) and partner/supplier of LOU Rugby. The club's Business Club events have been hosted at Groupe Central Autos showrooms, including an event featuring Audi vehicle testing.
• Les Hippodromes de LyonminorOthersLes Hippodromes de Lyon is a horse racing venue and partner of LOU Rugby. The Business Club hosted an event at this venue, including horse racing initiation and site visits.
• InteamminorOthersInteam (Inteam Développement) is a partner that designed and built LOU Rugby's training centre. The company was involved in presenting the club's training facility to Business Club members during partner events.
• Carré FourvièreminorOthersCarré Fourvière is a venue on the heights of Lyon that hosted the LOU Business Club Voeux 2025 event, serving as the event host venue for this B2B partner gathering.
• France Billet, Ticketmaster, Tick'nBoxmajorChannel Partner/ Reseller/ DistributorThese are authorized ticket distribution partners for LOU Rugby match tickets. France Billet, Ticketmaster, and Tick'nBox are official ticketing platforms through which consumers can purchase match tickets for LOU Rugby games.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Montpellier Hérault Rugby: Top 14 rugby club based in Montpellier. Directly comparable to LOU Rugby as a Top 14 professional rugby club with similar corporate ownership structures, stadium operations, and B2B sponsorship models.
• Racing 92: Top 14 rugby club based in the Paris region (Nanterre). Directly comparable to LOU Rugby as a Top 14 professional rugby club with significant B2B hospitality revenue, premium stadium operations, and corporate sponsor ecosystem.
• Stade Français Paris: Top 14 rugby club based in Paris with a strong B2B hospitality and corporate partnership model. Comparable to LOU Rugby as a Top 14 club competing in the same league, with similar urban stadium operations and corporate sponsorship focus.
• ASM Clermont Auvergne: Top 14 rugby club based in Clermont-Ferrand. Directly comparable to LOU Rugby as a Top 14 professional rugby club with regional brand strength, stadium-based matchday revenue, and merchandise/hospitality operations.
• Stade Toulousain: Top 14 rugby club based in Toulouse and the most successful club in French rugby history. Directly comparable to LOU Rugby as a Top 14 professional rugby club operating in a major French city with stadium-based matchday, hospitality, and merchandise revenue.
• Castres Olympique: Top 14 rugby club based in Castres. Directly comparable to LOU Rugby as a Top 14 professional rugby club with regional fan base and stadium-based operations.
• Section Paloise: Top 14 rugby club based in Pau. Directly comparable to LOU Rugby as a Top 14 professional rugby club with similar operational profile and B2B partnership model.
• Aviron Bayonnais: Top 14 rugby club based in Bayonne. Directly comparable to LOU Rugby as a Top 14 professional rugby club with regional identity, corporate partnerships, and merchandise operations.
• RC Toulon: Top 14 rugby club based in Toulon. Directly comparable to LOU Rugby as a Top 14 professional rugby club with similar corporate hospitality and regional sponsorship structures.
• Union Bordeaux Bègles: Top 14 rugby club based in Bordeaux. Directly comparable to LOU Rugby as a Top 14 professional rugby club with multi-revenue stream operations including matchday, B2B, and merchandise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lelourugby
• YouTubeyoutube.com/channel/UC_c9FhYQ1HD4GC7cCs4p-dw
• Facebookfacebook.com/LOU.Rugby
• LinkedInlinkedin.com/company/lou-rugby
• Instagraminstagram.com/lourugby1896/?hl=fr

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 LOU Rugby