Saint-Étienne unveil 900.care with underarm shirt placement | OneFootball

Saint-Étienne unveiled 900.care as official supplier during Saturday’s 1-0 win over Clermont, with branding tucked under the left armpit of the shirt until the end of the season.

According to L'Équipe, the Loire-based start-up, launched in 2019, makes refillable hygiene and beauty products, notably deodorants, and has a factory in Andrézieux-Bouthéon, roughly 15 km from Geoffroy-Guichard.

The unusual placement nods to its deodorant line. The company pitched the ecological angle of reducing water use and plastic packaging, alongside its local industrial roots.

The business posts €10 million in revenue and employs about 100 people, yet is not profitable. It had not planned to buy shirt space in professional football, then reconsidered for ASSE, citing the club’s industrial heritage and the novelty of an underarm slot.

Revenue chief Arnaud Jaouen embraced the fit, with the club prioritising partners that match its values and regional identity. Beyond the shirt, 900.care will appear pitchside, supply products to players and staff for video content, feature on the club website and be sold in the city-centre official shop.

The deal runs until June and will be renegotiated at season’s end, depending on ASSE’s Ligue 2 outcome. Promotion to Ligue 1 would make the package more expensive, and the company would need to grow to sustain it.

Source: L'Équipe