Scores Rennes en direct
12 January 2011 | à 01h00

A Rennes of Colours

From Le Coq Sportif to Puma, from Vittel to Samsic, Stade Rennais has known many kit providers and shirt sponsors since the end of the 1960s. An evolution, but not a question of fashion only. Taking a closer look, these changes somehow mark the story of Stade Rennes, and of the football’s economy in general.

A Rennes of Colours

Until the mid-1960s, there was nothing. On these times, Yves Boutet and his mates could lift the Coupe de France trophy while wearing an absolutely immaculate shirt. Red shirt, black shorts, black and red socks, the dress code remained the same since 1904, the year the Stade Rennais UC had been created from the fusion of Stade Rennais (founded in 1901, until then playing in a sky and navy blue shirt) and the Rennes Football Club. Only a few gimmicks were allowed with the years, a few black tags - on the neck and sleeves – giving the punctual impression of a slight change.

Then came the times of television, and its advertising potential. The number of consumers… sorry, viewers rising exponentially, it was soon clear that the advertising already surrounding the pitches would not take long to arrive on the shirts. In 1968, the Groupement des Clubs Autorisés (the ancestor of the Professional League of Football) understood before the others, and signed a contract with mineral water firm Vittel so that the brand would appear on the shirts of all D1 and D2 teams.

Maillot utilisé lors de la Coupe de France 1971

_ The rule would take some time before being applied, because of the reticence of television itself, and of some clubs too, but this agreement gave birth to a phenomenon that would become general in the 1970s.

In June 1971 already, as Louis Cardiet lifted Rennes’ second Coupe de France to the skies of Colombes, his shirt was bearing the mention “Vichy St. Yorre”, sponsor of the competition. But it would take two more years before a permanent shirt sponsor appeared on the chests of the Rennes players. And this time, no place for mineral water or any other brand linked to sports in any way, as the Banque populaire de l’Ouest (A regional bank) had its initials printed on the Rennes shirt.

The textile brands arrive...

Milieu des années 1970 : les “trois bandes” arrivent...

As the same time as the shirt sponsors, the sportswear manufacturers also appeared into professional sport. At Stade Rennes, as in many other French clubs at the time, Le Coq Sportif was first to affix its logo, from 1969 to 1973.

Originally, the sportswear manufacturers were mere suppliers, even providing shirts for free to the clubs. But progressively, during the 1970s and 1980, the deal changed, and the professional clubs became a favourite target for brands sometimes spending a fortune to see them wear their equipment. A trend only reinforced by the progressive apparition of “Replica” shirts destined to be sold to fans.

In 1973, another « historic » supplier of French football clubs, Adidas, took the succession to equip Stade Rennes until 1980. An apparition that would have consequences on the design: The brand customised the Rennes shirt, marking it with his emblematic symbol, the three stripes, on the players’ shoulders. It was the first time a brand modified the design of the Rennes jersey.

... puis laissent place à Puma

_ 1980 saw the arrival in Rennes of German group Puma. The Rennes shirt had definitely entered the era of customisation, with a design changing nearly every year, sometimes taking the risk to overstep a few rules… or simply the boundaries to bad taste. During the 1986/1987 season, the Rennes players were wearing a horrendous shirt ridden with vertical white stripes. A summit of poor taste, which temporarily marked the end of the collaboration between Puma and Stade Rennes.

The 1986-1987 shirt « affair » was symptomatic of a phenomenon. To reduce their costs, the manufacturer use a same pattern and apply it – only changing the colours, obviously – to all club they are suppliers for. On that year, Montpellier (then in D2) was also a victim of this visual assault.

Saison 1986-1987 : pourra t-on faire pire ?

Manufacturers come and go

Le maillot du retour en D1 (1990-1992)

With Puma out, the unexpected manufacturer C’Drik was next to try changing things in 1987-1988. The kit remained simple, but the traditional black short was replaced by a red short. During the following two years, Duarig took over before another promotion to D1 triggered the return of Puma. This time, the German manufacturer proposed a more sober design (black tags on the neck and shoulder), but decided to leave the club in 1992, refusing to be the supplier for a team once again relegated to D2.

Adidas profited to make their comeback to Brittan, for an eight years reign. With the brand, it was time for a return to patterns as impersonal as improbable. Between 1998 and 2000, Rennes was wearing the same pattern (a large horizontal stripe over three parallel lines) as the French national team then world champion, and many other teams in France and elsewhere.

1998-2000 : Ctrl+C, Ctrl+V

_ Adidas sometimes left the job to some of its filials, such as Erima in 1997-1998. Asics, Ulhsport and Airness would then follow, without any of these brands remaining more than three consecutive seasons at the club.

Among these three manufacturers, only Airness managed to really innovate. As C’Drik in 1987-1988, the French brand started by trying a majorly red shirt, but it would make a real impact in 2004-2006 with a “half-red, half black” shirt striking by its originality. Another way to stand out for the brand from Seine Saint Denis, it also became the first manufacturer to also become Stade Rennes’ shirt sponsor.

Saison 2005-2006, la création emblématique d’Airness

Although its creations are satisfying much of the fans, Airness also irritated the Rennes management by failing to deliver its material on time. In 2004, the Rennes squad had to wait until the first match day to wear their new shirts for the first time, as they had remained unavailable during the pre-season.

The takeover of Puma by Pinault in 2007 marked the end of the road for Airness in the Breton capital. A feline replaced another on the Rennes shirt, while President Cueff was shown the exit from the club.

By all means, the Airness episode marked a clear switch of the Rennes shirt into a commercial logic already initiated previously. The goal was now to sell, and possibly high quantities to the public. The design had become an unavoidable ingredient to seduce the fans, and the conservation of a same shirt during two seasons (which Uhlsport had done between 2002 and 2004) has become nearly unthinkable

Brands... that reflect the club’s evolutions

“Pavillons Bernard Lemoux” (1979-1980)

As for the shirt sponsors, the brands had already long been involved in the club’s fortunes. After the “BPO”, the company of former president Bernard Lemoux was given the space between 1979 and 1981. Even though he didn’t leave an unforgettable memory of his mandate at Rennes, from 1973 to 1977, he came to rescue the club in 1979. Struggling with financial difficulties, the club could not pay its players any more. Lemoux jumped in as a sponsor and offered a cheque of 400,000 francs to arrange the situation … In exchange of the right to place his company’s name (“Pavillons Bernard Lemoux”) on Rennes’ shirt.

Thinking of a « Rennes shirt in the 1980’s », you would reply… ? Pfizer, naturally! The American pharmaceutical group was present during eleven years – from 1982 to 1993 – on the chests of the “Rouge et noir” squad. A sponsorship that would have consequences on the club’s management, In January 1987, the president Dimier who had worked in 1978 to rescue a club on the verge of financial collapse, was left in minority on a board meeting. Jean-Raphaël Soucaret, the CEO of Pfizer France was chosen to replace him.

Et Pinault se fit une place... (1993)

_ In 1990, Soucaret was replaced by René Ruello at the head of the club, but remained a member of the board. A year later, he left his position temporarily, resulting in Radio Nostalgie and Tréblec replacing Pfizer on the club’s shirt for a few months.

The pharmaceutical group disappeared for good of Rennes’ advertising landscape in 1993… While the Groupe Pinault made its spectacular entry. At the time, François Pinault had already had responsibilities at the club, but not as its main sponsor. His name (first “Pinault Printemps” then only “Pinault”) would remain on the Stade Rennais shirt for nine seasons. A first commitment, as a prelude to Pinault’s purchase of the club in 1998.

Samsic et Puma, un mariage qui dure depuis 2007

_ Between 2002 and 2005, a partner and a filial of the Group Pinault were successively brought forward: first, the financing society Finaref (2002-2003), then the furniture retailer Conforama (2003-2005). During the 2004-2005 season, another sponsor, Fiat Utilitaires, appeared as a shirt sponsor, but only for away games.

After Airness, the club looked for a new main sponsor, and found it in Samsic, whose name was already present on the shirt since 2004. A partnership extended until 2013, on February 6th, 2010.

All drawings of football shirts in this article have been used with the amiable authorisation of website Fanfoot, on which a full history of Rennes’ shirts is available.
Photos : forum footnostalgie and srfc.frenchwill.fr

Ajouter un commentaire

Enter your comment here
  • This form accepts SPIP shortcuts {{bold}} {italic} -*list [text->url] <quote> <code> and HTML code <q> <del> <ins>. To create paragraphs, just leave empty lines.

Who are you?

To show your avatar with your message, register it first on gravatar.com (free et painless) and don’t forget to indicate your Email addresse here.