The new Bordeaux stadium, between sport and business

BORDEAUX (Reuters) – Built by the Vinci and Fayat groups, the new stadium with 42,115 seats in Bordeaux, which will be inaugurated on Monday, designed for sporting events and shows, but also to attract partner companies from the region.

Built by the Vinci and Fayat groups, the new stadium with 42,115 seats in Bordeaux, which will be inaugurated on Monday, is designed for sporting events and shows, but also to attract partner companies from the region. / Photo taken on 5 May 2015 / REUTERS / Régis Duvignau

This large building with unusual shapes is built in the lake district, in the northern part of the city, designed by the architects Jacques Herzog and Pierre de Meuron, who have already acquired the Allianz Arena in Munich and the “Bird’s Nest”, the Olympic Games. stadium in Beijing, is part of France’s commitment to organize the Euro 2016 football tournament.

In Bordeaux, the state provided 28 million euros, the city 17, the Aquitaine region and the Bordeaux Métropole (urban area) 15 each at a total cost of 183 million euros.

The rest of the funding will be provided by the resident football club Girondins de Bordeaux, which will pay an annual rent of 3.85 million euros for 30 years.

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

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

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

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

3,000 PARTNERS

However, the stadium, to which no real estate or commercial program has been affiliated, offers catering establishments, a restaurant with 200 seats open every day, and a Girondins de Bordeaux shop with an area of ​​700 m2.

One of the building’s sources of funding is the 9,000 m2, of which 4,000 are reserved for reception areas, which are modular and can be used all year round, supplemented by an auditorium with 252 seats.

These facilities benefit from matches at the Girondins de Bordeaux, which leaves the Chaban-Delmas stadium built in 1938, ranging from 1,300 to more than 3,000 partners with 4,400 VIP seats, 60 private boxes and an 8-meter wide terrace on almost – all the grandstands, which are accessible from the glass lounges overlooking the play area.

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

For the club, which relies on comfort to increase attendance, ticket revenue, which represents around 7% of a club’s budget, will “increase by 10 to 15%”.

In total, the revenue from the matches was around 9 million euros a year, and the goal is to double this figure between ticket sales and “hospitality” (excluding TV rights, partnership, sponsorships and advertisers).

Ultimately, between rent and organizational costs, the gain over a year, according to the club, should be around 2.5 million euros. A modest gain, especially as the city has decided to end the annual grant, already reduced to 240,000 euros, a drop in the club’s budget of almost 82 million euros.

The Chaban-Delma Stadium, which was to undergo work, will be dedicated to the Union Bordeaux-Bègles (UBB) rugby club, which plays in the Top 14.

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