Missions
At Troisième Ligne, we operate across the full B2C value chain of professional sports and live events – or with precision on selected segments – always guided by a single ambition: to transform every interaction into an unforgettable fan experience.
Anchoring brand identity at the very heart of every strategy and activation, our methodology is built around three defining moments that turn vision into impact.
Think
- Strategic audit of exploitable intellectual property (IP rights)
- Brand identity strategy & visual system design
- Comprehensive brand guidelines, standards & style manuals
- Strategic audit of product & service categories
- Assessment of infrastructures & operating systems
- Retail design & flagship concept development
- KPI analysis & performance optimization across retail & e-commerce
- Brand strategy & B2C growth acceleration
- Product innovation & packaging design
- E-commerce architecture & experience design
- Drafting and supervision of market tenders & RFPs for suppliers, licensing and retail operations
Execute
- Structuring and deployment of the merchandising function
- Design and execution of licensing programs
- Structuring of retail & e-commerce organizations
- Development and roll-out of distribution networks
- Structuring and implementation of logistics systems
- Structuring and recruitment of high-performance sales forces
- Implementation of IT infrastructures (POS, ERP, CRM, RFID, etc.)
- Structuring and execution of data collection systems
- Deployment of anti-counterfeiting and product authentication programs
- Direct-from-factory procurement management
- Advisory on kit supplier partnerships & contract governance
- Product placement & market entry strategies
Outperform
- Full outsourced management of the merchandising function, including suppliers, licensing, retail & e-commerce
- Management and monitoring of distribution networks
- Negotiation of supplier and equipment contracts
- Acquisition of licensing rights (licensing-in)
- Management of licensing programs (licensing-out)
- Retail event management
- Social media activations & campaign execution
- Management of unsold inventory & recycling programs
Expertises
- Brand design
- Brand management
- Btoc restructuring
- Product design and development
- Direct from factory procurement
- Licensing in & out
- Kit partnerships
- Fan centric it system
- Retail
- E-commerce
- Food & beverage
- Social networks activations
- BtoC infrastructures
Ethos
In rugby, Troisième Ligne (back row) is a versatile position: a relentless ball-winner at the breakdown, a tireless tackler in defense, and always in support of wide attacking plays.
Tough, enduring, and generous in effort, the Troisième Ligne covers every inch of the field to create attacking opportunities and finishing chances for the backs.
That is exactly the role we aim to play alongside rights-holders: constantly alert, always in support.
Because in pro sport, one must always stay ahead — anticipating market shifts, spotting trends, identifying and seizing opportunities.
Troisième Ligne supports rights-holders in structuring their brand assets, optimizing the fan experience, and monetizing it — with one clear objective: to amplify brand impact, making it more visible, more understandable, and above all more profitable, with efficiency and focus.
True to our name, we help rights-holders grow their brand and develop their B2C revenues, every day, without compromise — around three key pillars:
With a unique expertise built on decades of combined experience working with the world’s leading sports brands and major international events, Troisième Ligne leverages a proven global network of consultants, manufacturers, suppliers, licensees, and specialized partners to accomplish its mission:
To be at the heart of every solution and innovation that maximizes B2C revenues and profitability while elevating the fan experience at every highlight of the season.
As a true integrated partner and daily teammate, Troisième Ligne provides direct access to the best products through short supply chains, selects the strongest professional talent, and deploys the most effective operational tools tailored to B2C commerce.
And with the development of a unique artificial intelligence solution, Troisième Ligne empowers rights-holders to anticipate, adapt, and optimize their B2C operations — driving greater efficiency and real-time performance management.
About Us
Founded in 2005 by Christophe Rousseau, Troisième Ligne was a trailblazer in the full-scale management of merchandising activities — from negotiating kit partnerships to retail, licensing, and e-commerce. Its track record includes major showcases such as LOSC Lille (2006–2019), FC Nantes (2008–2018), Stade Rennais FC (2012–2018), Ligue Nationale de Rugby (2006–2019), European Professional Club Rugby (2016 Lyon and 2017 Edinburgh editions), and the French National Olympic and Sports Committee with the management of the Allez les Bleus brand (2015–2019).
Driven by a clear vision of merchandising as a strategic lever for brand development — combining rigor in collection design, product category selection, and distribution strategy with the creation of outstanding fan experiences — Troisième Ligne grew rapidly and steadily over 14 years before being acquired by Groupe Venise in 2019, undergoing a management transition, and ultimately phased out at the end of 2023.
In 2025, Troisième Ligne is reborn under the leadership of its founder, with the same clarity of vision and ambition: to grow the B2C revenues and profitability of rights-holders by bringing together the coordinated expertise of international partners and professionals, across every stage and challenge of professional sport and live events.
The Brand
Under construction…
