Olympique de Marseille has officially swapped the Orange Vélodrome for the CEPAC Vélodrome, thus formalizing the break with its historic partner of the last decade. This name change, effective since July 2, concretizes the new naming contract signed with the Caisse d'Épargne Provence-Alpes-Corse (CEPAC). The legendary grounds of the Marseille club no longer bear the colors of the telephone operator but those of the regional banking establishment.
This transaction marks the end of a ten-year cycle during which Orange was omnipresent on the stadium façade and in the club ecosystem. The financial amount of this agreement, although kept confidential, is part of a strategy to enhance the assets of the Marseille club. Beyond the purely commercial aspect, this operation symbolizes a strengthened territorial anchoring.
Caisse d'Épargne, a major economic player in the south of France, is not unknown to local supporters. This partnership explicitly aims to forge closer links between the club and its region, relying on a strong Provençal identity. OM leaders have highlighted this desire for rapprochement with the local economic fabric as a pillar of their sporting and institutional project.
This choice is part of a logic of resilience after years of inconsistent results, where OM seeks to rebuild its sporting and financial legitimacy. This re-baptism comes in a context where football clubs are seeking to diversify their income and secure lasting partnerships. The abandonment of a national sponsor for a powerful regional player sends a strong signal as to the club's priorities: favoring roots and proximity rather than just national media reach.
Supporters, often attached to symbols, thus discover a new name which will establish itself in everyday language. The reactions of supporters remain contrasting, between those who welcome this rapprochement with a local institution and those who express nostalgia for the Orange era, synonymous with national visibility. From now on, the challenge for OM will be to integrate this new visual identity into all communication media and to have this name accepted by supporters.
The next seasons will tell whether this partnership will result in concrete investments in the workforce or infrastructure, thus realizing the promise of a new sporting and economic era for the club. This strategic shift is part of a broader trend observable in French football. Clubs like OGC Nice with Allianz Riviera or FC Nantes with Maison des Ducs have also refocused their partnerships on local or regional players.
The timing of this transition is not trivial. As the transfer market prepares to open for the 2024-2025 season, OM must now deal with a new commercial situation. The club now has increased room to negotiate contracts with other partners, while being able to demonstrate a more solid financial base to potential investors.
This name change could thus serve as a lever to attract new complementary sponsors, particularly in the banking, insurance or personal services sectors, where CEPAC is already well established. Supporters, often sensitive to symbols, reacted with a mixture of enthusiasm and skepticism. Some ultras have already started testing the resistance of the new name during pre-season friendlies, with some still chanting "Orange" in the stands.
OM leaders, aware of this challenge, have increased communications to explain the benefits of this partnership, emphasizing the economic benefits promised for the club and the region. This resistance illustrates the difficulty in changing traditions, even when the economic and strategic arguments seem solid. This partnership with CEPAC is also part of a dynamic of symbolic reindustrialization of the club.
By banking on a regional bank, OM is not just changing sponsors: it is reaffirming its role as an economic locomotive for Provence-Alpes-Côte d'Azur. This positioning could attract other local players to get involved with the club, thus creating a virtuous ecosystem where sport serves as a catalyst for the regional economy. For a city like Marseille, where the industrial and commercial fabric has undergone profound changes, this alliance sends a clear message: the club is banking on partnerships that have a concrete anchor in the daily lives of Marseille residents.
What's next: OM will have to transform this partnership into sporting leverage. The first stone will be laid when the championship resumes, with a massive poster campaign to establish the CEPAC Vélodrome in everyday language. In the medium term, management will have to realize the promises of financial benefits by investing in infrastructure or strengthening the workforce.
The next key meeting will be the presentation of the 2024-2025 budget, where the details of the impact of the naming should be revealed. Read at France Bleu Sport
Why this matters
This name change transcends the simple modification of a sign on a stadium. It represents a major strategic pivot for Olympique de Marseille, signaling a reorientation towards partnerships anchored in the local economic fabric rather than disconnected multinationals. By partnering with the Caisse d'Épargne Provence-Alpes-Corse, the club potentially secures stable income while strengthening its image as a regional standard bearer. It is a statement of intent that could directly influence the club's ability to invest in the transfer window and develop its infrastructure, thus ensuring its long-term competitiveness. This choice is also part of a logic of resilience after years of inconsistent results, where OM seeks to rebuild its legitimacy, both sporting and financial. For Marseille, this partnership is a symbol of reconnection between the club and its city, a bet on the real economy rather than ephemeral media visibility.
Frequently asked
Why is the stadium changing its name?
The name change follows the expiration of the naming contract with Orange after ten years of collaboration. OM has signed a new agreement with the Caisse d’Épargne Provence-Alpes-Corse (CEPAC).
When did this new name come into effect?
The new partnership and the name CEPAC Vélodrome were made official on July 2, marking the effective start of this new name for the Marseille venue.
What is the significance of this partnership?
This choice marks the club's desire to strengthen its links with the Provence-Alpes-Côte d'Azur region by partnering with a historic local banking player, rather than a national sponsor. It aims to anchor OM in the regional economy.
How long does this naming contract last?
The exact duration of the contract was not communicated by OM. The leaders speak of a “long-term” partnership, without specifying whether it is for a period of five, ten or fifteen years.
Will this change impact supporters?
Supporters will have to get used to the new name, but OM promises that the historic identity of the Vélodrome will be preserved. Some ultra groups have already demonstrated their attachment to the old name.
What are the financial advantages for OM?
The amount of the contract remains confidential, but CEPAC is a solid and locally anchored partner. This partnership could open the door to further agreements with regional companies, strengthening the financial stability of the club.
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