After a relegation to Ligue 2, AS Saint-Étienne (ASSE) is committed to finding the French football elite quickly. Supported by an investment owner, the club has strengthened its financial structure through significant capital increases, from €2.3 million to almost €70 million in a few months. This injection of funds allows ASSE to secure its finances, strengthen its staff and prepare an ambitious mercato, in contrast to the financial difficulties of previous years. Fans’ passion is also a major asset, as evidenced by the success of the subscription campaign “I will be there”, with 2700 cards sold from day one. The club even bought its B to B business rights for better management of its partnerships and increased revenue potential.

A major strategic change is the restructuring of the recruitment unit, now led by Alexandre Lousberg and based on an international network of recruiters. The aim is to broaden the scope of prospecting, avoid opportunistic recruitment and target players able to respond immediately to sporting requirements. Despite an effort to defertilize, the club sought to strengthen its defence, with Paul Joly as its priority. Negotiations with Auxerre are ongoing, although no formal offer has yet been made. The player is eager to leave and his departure is imminent, which complicates the ASSE’s plans, particularly due to the failure of Yvann Mason’s arrival at the FC Servette.

ASSE has been giving itself the means to aim for the rise to Ligue 1 this season, thanks to a combination of clean finance, a more professional organisation and a mobilized public. The challenge is immense, but the foundations are in place to build an ambitious and sustainable project. The team relies on the loyalty of its fans, whose enthusiasm is palpable, and targeted recruitment to fill gaps and strengthen key positions. The success of this season will depend on the club’s ability to realize its ambitions on the ground, while maintaining financial and organizational stability.