The Arnault family, renowned for owning the luxury conglomerate LVMH and for its position among the world’s richest families, is seeking to consolidate majority ownership of Paris FC, a modest soccer club in France’s second division. However, any aspiration for significant sporting achievements is expected as part of a long-term gradual plan.
Antoine Arnault, son of Bernard Arnault, CEO and president of LVMH, shared that the family’s investment in Paris FC is driven by passion rather than profit. Speaking to CNBC, he noted that the aim is to emulate the kind of success energy drink giant Red Bull has achieved with its ownership of German club RB Leipzig and Austrian club Red Bull Salzburg.
The Arnaults have joined forces with Red Bull in this venture. The Arnault family’s holding company, Agache, will initially acquire a 52% stake in Paris FC, while Red Bull will hold an 11% stake, the Associated Press reported.
Antoine Arnault expressed his family’s confidence in the potential of Paris FC, highlighting not only its sporting promise but also its branding opportunities. “We saw more interest and potential in this club than others, not only from a footballing point of view, but also from a branding point of view. Paris FC has solid foundations, but needs a solid financial backer to reach the next level,” he explained.
Arnault described Paris as a unique football market, pointing out that it is the only major European city with just one dominant team: Paris Saint-Germain (PSG), owned by Qatari investors. Paris FC, by contrast, has remained largely under the radar, having last competed in France’s top football league in the 1970s.
“There is a bit of an anomaly in French football, especially in Paris. This city has room for more than one great football team,” Arnault said. “Paris FC already has a strong infrastructure, a good team and an impressive history. What is missing is a stronger financial push to elevate it.”
However, he was quick to temper expectations, saying any comparison with PSG would be premature. It would be extremely presumptuous to even mention us alongside PSG. Our first goal is to move up to Ligue 1 (the French top division) and then grow steadily from there. We want to create a club with strong values, a club that the fans respect and enjoy supporting.”
Arnault emphasized the importance of patience in their approach, noting that undue pressure to achieve quick success can often backfire. “We are not an investment fund. We will not expect the Champions League in three, five or even ten years. What we want is for the players to give their all and leave everything on the pitch, without the burden of unrealistic expectations.”
The club’s future prospects have also received a boost from the involvement of Jürgen Klopp, the former Liverpool manager who led the English club to domestic and European glory. Klopp recently took up the position of global head of football at Red Bull and is expected to work with the Arnaults as an advisor to Paris FC.
Investments in sports teams by wealthy families and corporations are nothing new and often serve as a branding opportunity or symbol of prestige rather than a direct for-profit venture. However, the Arnaults’ strategy appears more focused on building a lasting legacy rather than acquiring a high-profile “trophy”.
This approach contrasts with the method adopted by Hollywood stars Ryan Reynolds and Rob McElhenney, who bought Wrexham AFC, a struggling fifth-division Welsh football club, in 2020. Their journey to revitalize the team and its fortunes is became the subject of a globally successful documentary series, bringing newfound attention and financial growth to Wrexham.
The Arnault family’s plans, however, are closer to the Red Bull model. Red Bull’s investments in Leipzig and Salzburg have elevated both clubs to the top of their respective leagues, with the added benefit of Red Bull-branded stadiums. However, this approach has attracted criticism from rival fans, who consider it overly commercial.
Addressing these comparisons, Antoine Arnault made it clear that the family’s ambitions go beyond superficial achievements. “If we were going after a trophy, we would have pursued something else,” he said. “What we want is to build a story of perseverance, commitment and integrity, values that resonate with fans and create a sense of pride at the club.”
For the Arnault family, Paris FC represents an opportunity to foster the growth of a club with untapped potential. While the journey may be gradual, they are committed to building a team and a legacy that supporters can truly rally behind.