The strategic intelligence and public affairs agency dedicated to sport.
The agency
Sideline — strategic intelligence and public affairs, dedicated to sport.
The sideline borders the field without being part of it. From there, slightly set back, you see the spaces opening up and the balance of power shifting. Sideline holds that position: we do not play the match for you, we read the field with you to name what matters.
We combine a fine reading of institutions, command of public affairs and an intimate knowledge of sport (athletes, clubs, leagues, federations, sponsors), in France and internationally — to understand who really decides and turn an ambition into strategy.
The founder
Cyril Mourin served as Adviser to the President of the Republic at the Élysée from 2017 to 2025, in charge of sport, the Paris 2024 Olympic and Paralympic Games, civic engagement and youth.
He helped define the vision of the Paris Games and their legacy, and mobilised interministerial action around their organisation. He launched and coordinated many initiatives to strengthen the place of sport in France and internationally, and reinforce its impact on society.
A former chief of staff to the Minister for Sport, he previously worked at every level of local government: the City and Metropolis of Rennes, the Ille-et-Vilaine departmental council, then the Île-de-France regional council. He was also elected Deputy Mayor of Paris’ 14th arrondissement, in charge of trade, crafts and social innovation, from 2014 to 2020.
He holds a professional Master’s degree in Political Work and Parliamentary Life, and a Master’s in Political and Social Sciences specialising in public law.
They trust us
Federations, businesses and institutions we advise. Click a logo to see how we support them.
Our network
Sideline has partnered with Next Step Influence (NSI), the influence agency of the ADIT group, one of Europe’s leading strategic intelligence players.
The ADIT group in figures
The ADIT group operates in strategic intelligence, business ethics, corporate security and export support. Its influence arm, NSI, was formed from the merger of ESL Rivington and Antidox.
For our clients, this brings a first-rate analytical and investigative capability: economic intelligence, stakeholder mapping, due diligence, strategic monitoring, anticipation of reputational and informational risks.
It proves especially valuable internationally, where the stakes of sport meet those of States, federations and major events: a presence across a dozen countries (Paris, Brussels, London, Bonn, Montreal, Toronto, Dubai, Rabat, Mexico City) that feeds our analytical capacity on those grounds.
This bond is built to last: Cyril Mourin is Senior Advisor to NSI. This proximity facilitates the dialogue between Sideline’s sector expertise and the ADIT group’s analytical capabilities.
NSI brings together three complementary agencies
A pioneer in economic intelligence and public affairs, with deep expertise and an international network.
A communication and opinion strategy consultancy with a strong digital focus. A leading player in Europe, founded in 2010.
The corporate creative agency, designing impactful communication formats and campaigns.
