AS Saint-Étienne loses its major partner, Smart Good Things

By Le Figaro with AFP

Published 8 minutes ago, Updated now

Thomas MONCONDUIT and his teammates will have a new sponsor on their jersey from this Saturday. Laurent SANSON / Laurent Sanson / Panoramic

The Kelyps interim company will appear on the Greens jersey until the end of the current season.

AS Saint-Étienne (Ligue 2) announced on Friday that it had lost its major partner Smart Good Things (SGT) which did not honor its partnership commitments signed for three years in June 2022 and had replaced it by a local company, Acting Kelyps. One of SGT’s subsidiaries, Smart Good Bevtech, was placed in receivership at the end of February for an observation period of six months, according to an information release to shareholders of the holding company created by businessman Serge Bueno and of which basketball star Tony Parker has been deputy general manager since taking a stake in April 2022.

The SGT specified in this press release “that no other entity of the group is concerned by this procedure”. “We received a letter at the beginning of the week from the receiver of Smart Good Bevtech announcing that our major partner, who had not honored its financial commitments beyond February, could not complete its management contract. three years which runs until the end of the 2024-2025 season”, the ASSE management told AFP on Friday. These financial commitments were no longer honored “since February”according to ASSE.

New jersey Saturday

The total amount of the three-year sponsorship contract signed by SGT was around two million euros, according to an informed source, an amount that the club third in the French championship standings in Ligue 2 has not confirmed. The Greens will wear their new jersey from Saturday, during the sold-out match counting for the 31st day against the Concarneau team, according to ASSE. Founded in 2018, Kelyps interim has more than 2,000 temporary workers placed each month across its network of 15 specialized agencies.