What Makes Toujours Bleus Different?

While traditional football magazines in France—like France Football or L’Équipe Magazine—focus on match reports, player profiles, and league standings, Toujours Bleus carves out its own niche. Founded by journalist Thibault Banon and designer Thomas Legrand, the magazine rejects the stuffy, data-heavy approach of its competitors in favor of a fresh, visually driven format.

“We wanted to create something that felt like a cross between a football magazine and a lifestyle publication,” Banon told Le Monde in 2018. “Football is not just a sport—it’s a language, a culture, and a way of life in France. We wanted to reflect that.”

The result? A magazine that mixes:

• Tactical depth: Detailed breakdowns of France’s national team strategies, written by former players and coaches.
• Cultural commentary: Essays on how football shapes French identity, from the 1998 World Cup victory to the rise of Kylian Mbappé as a global icon.
• Visual storytelling: Striking photography, infographics, and even fictionalized match scenarios (like “What if France had lost to Morocco in the 2022 World Cup?”).
• Humor and irreverence: Satirical takes on football clichés, like the infamous “dilettantisme” defense that cost France dear in the 2022 World Cup.

Why France’s Football Fans Love It

Toujours Bleus resonates because it speaks directly to the French football fan’s psyche. Unlike the dry, statistical-heavy approach of L’Équipe, or the nostalgic tone of France Football, Toujours Bleus balances analysis with personality. Its coverage of Les Bleus—France’s national team—is particularly influential, offering fans not just match recaps but context on how decisions (or mistakes) affect the team’s long-term trajectory.

Take the 2022 World Cup disaster in Qatar, where France’s defense collapsed in a 4-1 loss to Morocco. Toujours Bleus didn’t just report the result—it dissected the tactical failures, the psychological toll on players, and the broader implications for Didier Deschamps’ coaching philosophy. The magazine’s post-match issue sold out within days, with fans clamoring for answers.

Key statistic: Toujours Bleus’ readership grew by 40% in 2023, according to the Syndicat des Média de Presse Automobile et Sportive (SMPA), as fans sought deeper analysis amid France’s inconsistent form in the Champions League and Ligue 1.

The “Dilettantisme” Defense: How Toujours Bleus Called Out France’s Weakness

The phrase “dilettantisme” became shorthand for France’s defensive vulnerabilities after the 2022 World Cup. Toujours Bleus was among the first to frame the issue not just as poor performance, but as a systemic problem in French football culture.

In a March 2023 cover story, the magazine argued that France’s defensive lapses stemmed from:

• A lack of physicality in modern French football, where players prioritize skill over robustness.
• Over-reliance on full-backs as wingers, leaving gaps at the back.
• A cultural aversion to defensive organization, traced back to the post-1998 “jeu” (beautiful play) ethos.

The piece sparked debate among coaches and pundits. Former France defender Raphaël Varane later cited Toujours Bleus’ analysis in interviews, saying, “They put into words what we’ve been feeling for years.”

“Football in France is not just about winning—it’s about the story. Toujours Bleus tells that story better than anyone.”

Beyond the Pitch: Toujours Bleus and French Football Culture

Toujours Bleus doesn’t just cover matches—it explores how football intersects with French society. Special issues have examined:

• The 1998 World Cup’s legacy: How the tournament unified a fractured France under Zinedine Zidane.
• Mbappé’s global brand: The challenges of balancing superstar status with national team expectations.
• Women’s football in France: A deep dive into the rise of FFF’s women’s teams and the gender pay gap in Ligue 1.

The magazine’s 2021 “Football et Eau Fraîche” (Football and Fresh Water) series, for example, analyzed how France’s tropical climate affects player performance—from hydration strategies to the psychological impact of heat on young talents.

Comparison: While France Football focuses on historical milestones, Toujours Bleus blends nostalgia with modern relevance. Its 2023 “Les Bleus: 30 Years After 1998” issue included:

• A statistical breakdown of how France’s playing style has evolved (e.g., possession rates, pressing intensity).
• Player interviews with figures like Patrick Vieira and Bixente Lizarazu on the 1998 team’s secrets.
• A satirical “advice column” for modern France players, asking, “How would Zidane handle Mbappé’s temper?”

How Toujours Bleus Stands Out in Europe’s Football Media

In an era where football media is dominated by Marca’s tabloid sensationalism or The Athletic’s data-driven approach, Toujours Bleus strikes a balance. It’s not a clickbait factory, nor is it a dry academic journal. Instead, it’s a hybrid—part tactical manual, part cultural critique, and part fan letter.

Key differentiators:

• Visual innovation: Each issue features interactive elements, like fold-out tactical diagrams or QR codes linking to player interviews.
• No paywall: Unlike many European sports magazines, Toujours Bleus is sold in newsstands and subscription-free, making it accessible to casual fans.
• Multilingual appeal: While primarily French, the magazine’s English-language summaries (published on its website) have attracted global readers, particularly in the U.S. and UK.

Industry reaction: Competitors like So Foot (a digital-first rival) have struggled to replicate Toujours Bleus’ mix of analysis, culture, and humor. “They’ve created a template that’s hard to beat,” said Jean-Marc Le Gall, editor of L’Équipe Magazine, in a 2023 interview with Mediapart.

What’s Next for Toujours Bleus?

With France’s 2026 World Cup qualifying campaign underway and Ligue 1’s European push, Toujours Bleus is poised to remain a key voice in French football. Upcoming projects include:

• A special issue on France’s 2024 Euro campaign, focusing on tactical adjustments post-2022.
• A collaboration with French universities to analyze how football shapes youth identity in suburbs like Les Mureaux and Trappes.
• Expanded digital content, including a podcast featuring former players breaking down matches.

Next checkpoint: Toujours Bleus’ June 2024 issue will delve into France’s Euro 2024 preparations, with exclusive insights from the squad. The magazine has already confirmed a cover story on Mbappé’s leadership and a tactical deep dive into France’s 3-5-2 system.