Commercial and Marketing Director, Amaury Sport Organisation (A.S.O)

Laurent Lachaux, 47, Commercial and Marketing Director, Amaury Sport Organisation (A.S.O).

A graduate of the Ecole Supérieure Libre des Sciences Commerciales Appliquées in Paris as well as of the London Chamber of Commerce, the former Marketing Director of the Optic 2000 group has been putting his marketing and communications expertise at the disposal of leading companies (such as Peugeot, Alcatel, Thomson and Atlinks) for 25 years.

Many prestigious international sporting organisations have called upon his services, such as Marc Pajot (French Kiss project - 1987 America’s Cup in Australia), Larrousse racing team, Prost Grand Prix (Formula 1), Amaury Sport Organisation from 1992 to 1996 (Tour de France, Dakar Rally, Paris International Marathon, French Open golf tournament) and Amaury Sport Organisation again from 2005 onwards, to name but a few.

His in-depth knowledge of the workings of sports business have enabled him, over the course of the last two decades, to respond with precision to the expectations of numerous international advertisers.

A huge fan of sport and driven by a desire to enhance and maximise the investments made by his European clients and those from the rest of the world, his skills have naturally adapted themselves to the globalisation of the sports events market. The Dakar Rally’s recent change of location to South America (Argentina and Chile), and the considerable marketing success that came with the move, is a perfect illustration of this.

A member of Amaury Sport Organisation’s executive committee, he coordinates the sales, servicing, strategic marketing and derived products departments. This informed sports marketing figure is regularly called upon by a client portfolio that includes 100 advertisers spread across 5 continents. His services are especially in demand on the 150 days of competitive sport promoted by Amaury Sport Organisation, annual events that cover 6 different sporting domains: cycling, motor sports, athletics, outdoor sports, equestrian sports and golf.

++ Interview Laurent LACHAUX