The strategic intelligence and public affairs agency dedicated to sport.
We build strategies of impact and influence — through and for sport.
We advise brands, clubs, federations, public stakeholders and international organisations engaged in sport — a sector that is exposed, regulated and intensely political.
We help you anticipate the decisions that matter, understand who really decides and how public opinion takes hold of them, then take your position at the right moment.
We clarify your ambition, structure your strategy and build a compelling narrative to strengthen your audience, your appeal and your capacity to influence.
We bring together strategic intelligence, public affairs and communications to act where the trade-offs are decided: institutions, media, private partners and the international stage.
Our offering →
Read the game. Shape the outcome.
The sideline is exactly that — the touchline: not in the stands, not in the thick of the play, but at just the right distance to read the game and shape the outcome.
Right at the edge of the pitch, where the play unfolds and decisions take shape. Hands-on expertise, built within central government, local authorities and the organisation of the Paris 2024 Olympic and Paralympic Games.
Ambition
Inherited from Paris 2024: aiming beyond the limits and reaching for what many believe is out of range.
Creativity
Straight-talking ideas, fresh angles and strategies others would not dare put forward.
Impact
Tangible progress that genuinely shifts the course our clients are on.
Who we are
Sideline is a strategic intelligence and public affairs firm specialising in sport — a field where the pitch, institutions, media and public opinion all meet.
An independent firm, guided by a sense of responsibility and the public interest, we are not mere service providers: we commit to the trajectory and defining decisions of our clients — and, more broadly, to championing and advancing sport.
Founded in 2025 by Cyril Mourin, formerly Adviser to the President of the Republic for sport and the Paris 2024 Games (2017–2025), the firm draws on experience gained at the heart of public decision-making and the institutions of sport, on the international stage.
Selected references
Federations, clubs, businesses and institutions we advise on their strategic, public affairs and advocacy matters.
Sideline Conseil
Let’s discuss your situation
Facing a regulatory deadline, dealing with a sensitive issue, or looking to develop an advocacy strategy? Tell us about your challenge — we’ll let you know how we can help.
or directly at contact@sideline-conseil.fr