💡 Hello Doudou! How are you? I suppose you would have preferred a less controversial introduction before presenting yourself here exclusively?
🗣️🟠⚫️ : « Yes, indeed, we would have preferred a less controversial start with the acquisition of Deinze, but as entrepreneurs, we are used to these kinds of situations when it comes to acquisitions. However, we are very pleased that AAD Invest Group has acquired Deinze ».
💡 What is the project you want to implement with Deinze and with AAD Invest Group?
🟠⚫️🗣️ « Today, our project is simple. We have brought together experts from different fields within the group to introduce a new vision for sports, both in terms of its development, financialization, and media presence. The goal is to step fully into this new digital era of Web3, break free from outdated and obsolete methods, and innovate by leveraging new technologies to develop and sustain the sports of tomorrow ».
💡 Currently, the club is still in debt, despite a promise of a €6M transfer. What’s the current status?
🟠⚫️🗣️ « It’s not a promise that was made. We signed a SPA (Share Purchase Agreement) for Deinze about three weeks ago. We then submitted the registration request to the Belgian authorities, and the commitment we made to the RBFA and the Pro League is to settle all of the club’s debts. Since the publication in the Belgian Official Gazette yesterday, we are officially the owners of the club. We will now proceed with all the necessary steps to make the payments and settle the debts. »
💡 You are planning to buy two clubs in Serie C and Ligue 1. Where does your desire to invest in football come from?
🟠⚫️🗣️ : « Today, we want to invest in football because our strategic commitment is to put players back at the heart of the system. That’s why we seized the opportunity with Deinze when we were approached to save the club from bankruptcy. Identifying talent, placing players in clubs of good or even very high quality where they can grow, develop, and perform, and possibly progress to a higher level, is our primary goal. This is why the profile of a club like Deinze interested us. There are others in France, Italy, and England where we will invest. The player profiles are different, and we want to give everyone the chance to succeed, to develop in an environment that promotes growth and success, and to build a career, no matter their background or origins ».
💡 The players are currently worried because they haven’t been paid for two months. How do you plan to reassure them?
🟠⚫️🗣️ « We are aware of this concern. However, the club has been in this situation for several months now. And you should know, Sacha, taking over a football club, in the best-case scenario, takes between 3 and 4 months. What we’ve accomplished in 3 weeks is nothing short of a miracle. It shows how serious our commitment to Deinze is, as well as our determination to stabilize the club and turn a new page in its history.
Regarding the players and staff, I’ve met with them several times to explain the situation. Now that we are officially the owners of the club, we will resolve their situation ».
💡 Why did you choose Deinze? Was it your first choice?
🟠⚫️🗣️ « To be completely transparent with you, Deinze was not the first choice of AAD Invest Group. I would say that Deinze came to us rather than the other way around. It was Céline Mawet and Dominique Bailly who informed me about the situation of the club and its stalled sale process, which was at risk of leading to bankruptcy.
And after speaking with the local stakeholders, I saw how strong the desire and willingness to save Deinze was, so I agreed to support them in this rescue operation for the club. It’s a complicated and delicate challenge that we are currently facing ».
💡 I know you were also interested in a Jupiter Pro League club before buying KMSK #Deinze. Why did you prefer the Challenger Pro League?
🟠⚫️🗣️ : « Yes, I was interested in a D1 club, but the project wasn’t the same.
The human factor, which is key to the identity and development of the AAD Invest Group project, ultimately took priority with Deinze. The people at the club, especially Céline (Mawet), were able to convince us to support them in saving the club ». #JPL #CPL
💡 Aren’t you worried about losing money? €195,000 in TV rights for Deinze this season doesn’t cover any of the financial gaps…
🟠⚫️🗣️ « Within AAD Invest Group, football clubs are not expected to be profitable in the short term. The goal is to find balance. Saying we will make money with Deinze in the next two years is unrealistic. First, we need to ensure the club’s stability, get it back on track financially, and clean up the finances so that players, staff, and employees can be part of a long-term project—and deliver results ».
💡 How did a club like Deinze, just two years after its acquisition, find itself in such a rapid financial crisis?
🟠⚫️🗣️ : « Thank you for the question, but I won’t answer that. What the previous owners did is their responsibility. It’s their vision of football. We are here to stabilize the club and write a new chapter ».
💡 Why the silence after the official (somewhat vague) statement about the club’s takeover?
🟠⚫️🗣️ : « We first worked behind the scenes. We needed to make progress on saving the club before announcing anything. And, above all, we had to inform the employees first. False rumors quickly started to spread, and some even tried to sabotage the takeover of Deinze. Today, I’m doing this interview with you because things are now settled, and we’re moving forward. Also, we are working in parallel on the IPO of AAD Invest Group, and the communication around this step is crucial for the future of the group and, therefore, for Deinze ».
💡 We know that the new stadium project is impossible unless you reach an agreement with landowners, particularly Patrick Piens. Do you still plan to build the stadium near the shopping center, where Mr. Piens owns land?
🟠⚫️🗣️ : « Yes, the new stadium project is a key objective for us, just as it is for any club’s development. We need it both economically and for our supporters. Today, we have reached out to all the key stakeholders on this matter. Mr. Piens is one of them. I’ve personally spoken with him, and we’ll meet again soon to discuss the issue. It’s a delicate matter. We need to speak with all the relevant parties to define the next steps in advancing this project ».
💡 How do you plan to make money with this project?
🟠⚫️🗣️ : « I’ll repeat, our goal right now is to provide stability for the club. How we will make money with the club or with the real estate project will come later. Right now, we need to put out the fire and build solid and healthy foundations first ».
💡You were a wealth management advisor for several members of the French national football team. Did this experience as Head of Sport, like a private banker, motivate you to create the investment fund AAD Invest Group?
🟠⚫️🗣️ : « Yes, this past experience certainly helped shape the AAD Invest Group project. But it’s also my discussions with various groups and investment funds eager to enter sports in the right way, and of course, all the people I’ve met over the years—Didier Lahaye, Dominique Bailly, Franck Villani, Wally Dieng… All the people on my board have helped me build this project. While I am the majority shareholder of AAD Invest Group, it’s very much a team project. A human project. We are in a team sport. Over the past few months, we’ve taken the time to exchange ideas and build this project, which is now at the point where #Deinze is part of it ».
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💡Is it crazy to invest in a football club? Many businessmen refuse to do it, saying it’s the best way to lose money…
🟠⚫️🗣️ : « I’m not going to tell you that you have to be crazy to invest in a football club. I’ll tell you that you have to be crazy to be an entrepreneur today, with all the obstacles we face both in human management and on the economic front… But for anyone passionate about sports, football is attractive. We are aware of the difficulties we’ll encounter. We are a team of experts in content, finance, sports management… All passionate about sports, and we try to approach things with enthusiasm to best pursue our goal of uncovering talent. If we reach balance and can help young talents from around the world build their careers, we will have succeeded ».
🟠⚫️🚨 EXCLUSIVE INTERVIEW 🗣️
🇫🇷 Parisian investor Doudou Cissé’s the new owner of KMSK #Deinze ! ⤵️
🏦 The ex-private banker who worked with Eduardo Camavinga (managing his assets) gave me a moment where he answers to everything, especially the worrying situation inside the Challenger Pro League club as CEO of AAD Invest. #CPL #takeover #JPL
(THREAD)
"Il y a des gens qui sont payés mais qui ne connaissent pas le règlement"
@sachatavolieri sur l'annulation du but égalisateur de Saint-Trond face au Standard de Liège par le VAR dans #Bonsoirlesport, à partir de 19h30 sur #LN24@jmgheraille