“We were afraid of being vandalized, but it went rather well,” breathes Mathias Barbera, director of communications and marketing at Estac. Since October 29 and the Ligue 2 match between Troyes (Aube) and Pau (Pyrénées-Atlantiques), spectators at the Aube stadium have been able to use periodic protection free of charge in the toilets of the enclosure, a device which already exists in various public places, notably certain educational establishments, but which is unprecedented in a professional football stadium in France. “We are going to launch it at headquarters for our employees, but also in the hospitality section (the dressing rooms and private lounges), and on the association’s website (the amateur section) for women,” adds Mathias Barbera.
This initiative is the first to come to fruition, but is part of broader work in favor of the inclusion of women in stadiums, a fight led with the association Her Game Too France and its ambassador after de l’Estac, Laura Bettex “It’s an essential need in the same way as soap for washing your hands,” she emphasizes.
Before getting involved as a volunteer, the thirty-year-old was already a fan of the Aube stadium since the age of 10. “I have experienced everything, the highest and the very lowest! », she smiles. Having passed through numerous supporters’ clubs (Magic Blue Boys, Tricasses Fans, Fair Play 10), she continues to passionately follow her team with her family in the Vitoux stand, or even regularly on the road. Enough to give him great legitimacy to intervene in the fight against sexism in the stands. “It was one of the criteria for my recruitment: to be a season ticket holder, present at the majority of matches, and to have a certain proximity to the club,” underlines Laura Bettex.
The most female audience in France for professional football clubs
Its objective: to fight against behaviors which have no (or no longer) place at the stadium. “At the national level, we have had an increase in reports since the start of the year concerning searches of visitors, at least clumsy, but for some really thorough. It becomes sexual assault with wandering hands,” laments Laura. Other facts listed: attacks on women by drunken supporters, inappropriate gestures during crowd movements at the refreshment bar or after a goal in the stands… or quite simply sexist remarks to female spectators who have difficulty finding their place at the stadium. ” As Your place, it’s not there, it’s in the kitchenor You can come and sit on my lap if you want, there’s room!…. It’s a great classic, I’ve already heard it in Troyes,” says Laura. “It may seem trivial, but it’s not. A woman comes to watch the match in the same way as a man, and she doesn’t want to hear that, we no longer accept it,” she insists. Elements that she was recently able to remind employees of match days during an initial briefing, ahead of a more in-depth meeting in the future.
Boasting the most female audience in France among professional football clubs according to a study unveiled by the League in 2023 (27% of female spectators compared to a national average of 17%), Estac had to grab the ball in the fight against gender-based violence, according to its marketing director. “It is an important subject which is part of the safeguardinga difficult-to-translate term which evokes the protection of people, particularly minors and the most vulnerable,” explains Mathias Barbera.
This policy was implemented by the City Football Group in each of its 13 fully or partially owned clubs, such as Manchester City (the parent company) but also Estac. Prevention, awareness and means of action must make it possible to identify alerts from witnesses or victims, including minors. “We have a lot of young people on full board at the training center. There are plenty of situations, in matches or in the locker room, where they can be confronted with abnormal situations, and we need to bring this up,” he notes.
Sanctions, awareness campaigns and other actions
Under the leadership of a dedicated unit in Manchester (United Kingdom), each employee and educator is now properly trained. In particular, QR Codes have been installed throughout the stadium, at the administrative headquarters and at the training center, to send a questionnaire anonymously and immediately to referees. “There can be problems every day, whether with a guy who has had too much to drink, with visiting supporters or with ours, or even with hostesses who can be annoyed,” anticipates Mathias Barbera. “Some facts are sometimes light and require a simple dialogue. Others can trigger procedures. »
A firm position that the club applied through individual sanctions to players (fines) and supporters (up to 18 months of stadium commercial suspension) involved in throwing smoke bombs during the match between Troyes and Valenciennes, on May 3 2024, at the Aube stadium. But also by defending a player in her e-sport section, victim of sexist remarks by a commentator. “We stood alongside our competitor to say that we condemned these unacceptable comments,” he adds.
Estac also applies this posture on its social networks. “We are supported by the Bodyguard artificial intelligence solution, which ensures that we protect our reputation and our community by systematically hiding hostile, even discriminatory and hateful content. This represents 4 to 5% of messages during the year, more than 10% in difficult periods,” adds Mathias Barbera. At the same time, campaigns to raise awareness of a caring attitude are carried out among the general public on screens, through the voice of the speaker or by email.
From the organization of event days around Pink October or women’s rights to sports sessions for women, including a “safe zone” project so that people in difficulty can find peace and quiet… ” We want the female approach to be fully integrated within the club,” concludes Mathias Barbera.
