The new stadium of Bordeaux, between sport and business

BORDEAUX (Reuters) – The new 42,115-seat stadium in Bordeaux, built by the Vinci and Fayat groups, to be inaugurated on Monday, is designed for sporting events and shows, as well as to attract partner companies from the region.

The new 42,115-seat stadium in Bordeaux, built by the Vinci and Fayat groups, to be inaugurated on Monday, is designed for sporting events and shows, as well as to attract partner companies from the region. /Photo taken on May 5, 2015/REUTERS/Régis Duvignau

Built in the Lake District, in the north of the city, this large building with unusual shapes was designed by the architects Jacques Herzog and Pierre de Meuron, who already created the Allianz Arena in Munich and the “Bird’s Nest”, the Olympic stadium in Beijing. part of the French commitment to host the Euro 2016 football tournament.

In Bordeaux, the state provided 28 million euros, the city 17, the Aquitaine region and Bordeaux Métropole (the agglomeration) 15 each for a total amount of 183 million euros.

The rest of the funding will come from local football club Girondins de Bordeaux, which will pay an annual rent of €3.85 million for 30 years.

The City of Bordeaux has entrusted the construction, operation and maintenance of the building to Stade Bordeaux Atlantique (SBA), a subsidiary of Vinci and Fayat, under a 30-year-old public-private partnership (PPP).

At the end of this period, this elegant stadium, where the first match against Montpellier will take place on May 23, automatically becomes the property of the city of Bordeaux.

It must also bear the name of a company that will have to pay 3.9 million euros per year on a long-term contract for this, probably not before Euro 2016.

“We are actively working on the naming. The economic context, the reality of this difficult market, means that we have not yet succeeded, but we have contacts with two French companies and also with international groups”, emphasizes Dominique Fondacci, Managing Director of SBA.

3,000 PARTNERS

The stadium, to which no real estate or commercial program is linked, does offer catering facilities, a restaurant with 200 seats open every day and a Girondins de Bordeaux store with an area of ​​​​700 m2.

One of the building’s funding sources is its 9,000 m2, of which 4,000 are reserved for reception areas, which are modular and can be used all year round, complemented by a 252-seat auditorium.

These facilities benefit during matches in the Girondins de Bordeaux, which go from 1,300 to more than 3,000 partners on leaving the Chaban-Delmas stadium built in 1938 with 4,400 VIP seats, 60 private boxes and an 8 meter wide terrace on almost all the stands, accessible from the glass salons overlooking the playing field.

“At Chaban-Delmas we had a living room of 300 m2, it was not very comfortable, companies gave up a partnership”, acknowledges club president Jean-Louis Triaud.

For the club, which relies on comfort to increase attendance, receipts, which represent about 7% of the club’s budget, will “increase by 10 to 15%”.

In total, the revenues from the competitions amounted to about 9 million euros per year and the aim is to double this figure between ticketing and ‘hospitality’ (excluding TV rights, partnership, sponsorship and advertisers).

Ultimately, the profit between rent and organizational costs over a year should amount to around 2.5 million euros, according to the club. A modest gain, especially since the municipality has decided to end the already reduced annual subsidy to 240,000 euros, a reduction in the club’s budget of almost 82 million euros.

The Chaban-Delmas stadium, which is in need of work, will be dedicated to the Union Bordeaux-Bègles (UBB) rugby club, which plays in the Top 14.

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