Peugeot set to return to Sochaux shirts after 11 years | OneFootball

Eleven years after selling the club, Peugeot is set to sign a five-year shirt sponsorship to return to Sochaux’s kit.

According to L'Équipe, the automaker is expected to be back on the shirts against Concarneau on 13 March, with an announcement due at Stade Bonal on 11 March.

PSA Peugeot-Citroën ended an 87-year union in 2015 after relegation in 2014, with Carlos Tavares opting to offload the club to Chinese group Ledus, a move many locals viewed as cynical. The decline that followed left a near €22m hole by summer 2023, and Sochaux almost disappeared.

A rescue was led by local industrialists Sandro and Bartolino Nardis, Xavier Thévenot and Pascal Groll, aided by former president Jean-Claude Plessis, local authorities and fans via Sociochaux. After major financial efforts, the DNCG kept the club in National, while Peugeot, by then under Stellantis, stayed away.

The return has been driven by Alain Favey, Peugeot’s global CEO since February 2025. A PSA executive from 1991 to 2009, he knows the brand’s social weight locally and the community’s attachment to the club.

On the pitch, Sochaux are top of National, level with Rouen and Dijon. Crowds average more than 11,500 at Auguste-Bonal beside the historic plant, with many fans linked to about 6,500 employees.

Peugeot is not re-entering the FCSM shareholding, this is a partnership and shirt deal only. The tie-up arrives as the double champions from 1935 and 1938 chase a return to Ligue 2 and approach their 2028 centenary.

Source: L'Équipe