ASSE’s 1976 European Cup run still drives sales 50 years on | OneFootball

Fifty years after AS Saint-Étienne’s European Cup final against Bayern Munich, the story continues to sell, from flea markets to reissues and unofficial items, blending commerce with the wish to pass it on.

Le Progres reports that collectors remain numerous, still searching for rare finds half a century on.

ASSE deputy managing director Cédric Chambaz says the aim is to develop the club’s heritage rather than lean on nostalgia. After years centred on contemporary merchandise, the club has also turned to vintage. He adds they want to honour a generation on which the club was built, almost a founding act, as part of a work of memory.

Dorian Beaune, who runs Trincamp, a specialist shop, argues that while some say the past should be left behind, it is that past which made the club what it is today.

The vintage push now sits alongside a lively secondary market, as fans seek pieces that bridge eras. The balance between straightforward selling and transmission remains central to how the 1976 legend endures.

Source: Le Progres