Unveiling the Bayonnais's Enchanting Recipe: The Intriguing Factors Behind Their Unyielding Rugby Success
Take a Gander at Aviron Bayonnais: The Profitable, Rugby Powerhouse on a Shoestring Budget
Illustration by our site/Pierre Costabadie/Icon Sport/ GAIZKA IROZ / AFP By Sébastien Pommier Chief Investigator Published on
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Meet Philippe Tayeb, the 50-something president of Aviron bayonnais rugby club, a man who proudly pours holy water into the goalposts of the Jean-Dauger stadium before each match. With over 180 small shareholders, including local businesses, and a solid foothold in the insurance industry, Philippe has steered this Basque powerhouse away from the financial precariousness that plagues many elite teams.
"When you're a professional club, especially one based in a region with strong competition, you learn to be cautious and to do things step by step," says Philippe, the man behind Bayonne's miraculous revival from the depths of the Pro D2 division just three seasons ago.
Bucking the Trend: Independent Ownership
Unlike other clubs like Racing 92, owned by Jacky Lorenzetti, or Stade français Paris, owned by Hans-Peter Wild, Aviron bayonnais does not depend on a wealthy benefactor. The Basque team boasts independent ownership, with shareholders that include dynasties of Basque entrepreneurs, some third-generation. These investors back Philippe's strategic vision.
"We have in our capital dynasties of Basque entrepreneurs, sometimes third-generation, whom we have to convince of the right strategy. And I've been very lucky to be very well received and supported by the mayor of the city, Jean-René Etchegaray," says Philippe.
To qualify for the knockout stages of the Top 14, the world's best rugby championship, might seem a tall order for a club with one of the smallest budgets. But, with Philippe at the helm, Aviron Bayonnais has defied the odds, bucking the trend of financial instability in professional sports. After all, Philippe isn't just a club president-he's a saintly strategist, guiding his team to unprecedented heights.
The Almighty Dolvertimento: Essential Ingredients for Success
While the national rugby league estimates that only 4 out of the 14 elite teams were profitable last year, Bayonne has made over 240,000 euros in profits. This success stems from effective cost control, asiring coach Thomas Castaignède, and talented players willing to make financial sacrifices for the chance to play for the Basque club. The wage bill (players, staff, employees) stands at a modest 9.5 million euros, allowing Bayonne to continue to compete with powerhouses like Stade Toulousain.
To recruit these athletes, Philippe has taken to praising the charms of the Basque destination to their wives... and wives-to-be. But, Philippe has other tricks up his sleeve: restaurant services, merchandise sales, and event hosting services. The extension of tribunes will also enable the club to accommodate more fans, thus further increasing revenues. In Saint-Sébastien, Spain, Bayonne can sell out a stadium with 40,000 seats, bringing in 1.2 million euros per match-a significant boost compared to the Jean-Dauger stadium's revenues.
"A match here, it's 1.2 million euros of revenue, or 800,000 euros more compared to Jean-Dauger," confides Philippe, determined to foster stronger ties with his neighbors. The AB Campus project, aimed at nurturing Basque rugby talent, could become a reality soon too.
- "With local school partnerships, we expect to welcome two of their players per season. With the ambition that the professional team will count 60 to 70% of players from the Basque region,"* anticipates Philippe, who believes that the club's first qualification in the phases finales du Top 14 will further bolster its appeal, both on and off the field.
In the meantime, a capital increase is on the horizon, aiming to attract "one or two prominent national investors." Even in the heart of the Basque Country, success doesn't come without a fight!
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29 million euros
That's the budget of the club, the 10th in the Top 14More Stats and Insights Here Rugby | Canal+
Aviron Bayonnais, despite having a modest budget of 29 million euros, has successfully ventured into sports-betting as an additional revenue stream.
This strategic move, undertaken with caution due to the club's conservative nature, has proven to be a profitable venture for the Basque team in their mission to stay competitive in the Top 14, the world's best rugby championship.
