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.
Federations, businesses and institutions we advise on strategic and public affairs matters.
Working alongside Rud Pedersen, Sideline advised GSS, a group of British entrepreneurs with a football background, on communication and strategy for their proposed acquisition of Montpellier Hérault Sport Club (MHSC). The firm supported the group in its dialogue with the club's public and sporting environment, the promotion of its local roots and the delivery of its project.
Visit the website →
Sideline works alongside Banijay Gaming, advising the group on the strategic and public affairs issues facing the sports and entertainment sectors. We help the company read its institutional landscape, anticipate regulatory shifts, and de-risk its initiatives.
Visit the website →
Sideline works alongside Ippon, a technology company committed to serving sport, supporting its leadership on strategic, institutional and public affairs issues. The firm advises the company as it reads and interprets its public landscape and develops its engagement with the French and international sports movement.
Visit the website →
Sideline advises Zoï, a startup specialising in preventive medicine, on its strategic issues in the world of sport. The firm helps the company read the ecosystem's dynamics and its public and private stakeholders, and advises it as it builds an offering for the health of professional and elite athletes alike.
Visit the website →
Sideline supports Gregori International, a designer and builder of sports facilities in France and abroad, on the strategic and institutional issues tied to sport and its infrastructure. The firm advises the company in its dialogue with public stakeholders and local authorities, and helps de-risk its projects and raise the profile of its sport-focused expertise.
Visit the website →
As a partner of NSI (ADIT Group), Europe's leading economic and strategic intelligence firm, Sideline provides strategic counsel on public affairs and influence in the sports sector. The firm puts its expertise and in-depth knowledge of the institutional landscape to work for the projects and clients it supports.
Visit the website →
Sideline supports NeoXperience, a company that designs interactive, immersive play spaces, as it rolls out its play and sports activities. The firm advises NeoXperience on its strategic and public affairs matters and assists it as it engages with public and private stakeholders across the sports ecosystem, both in France and abroad.
Visit the website →
Sideline supports Awabot, a French pioneer in telepresence robotics, on its strategic, institutional and public affairs issues. The firm advises the company on reading its public landscape and assists it in rolling out its solutions and new use cases, particularly in the events and sports sectors.
Visit the website →
Alongside NSI (ADIT group), Sideline advised seven Ligue 1 clubs — Olympique de Marseille, RC Lens, Le Havre AC, Stade Rennais, Paris FC, Olympique Lyonnais and FC Metz — on public affairs, communication and advocacy throughout the parliamentary reform of French professional sport. The firm helped shape their positions and supported their dialogue with public decision-makers during the passage of the bill.
Visit the website →
Sideline works alongside the French Golf Federation (FFG), advising it on its strategic and institutional issues. The firm helps raise the profile of the sport, manage its projects and engage with public stakeholders and the sports movement.
Visit the website →
Sideline advises the French Roller Sports & Skateboard Federation (FFRS) on its strategic and institutional issues. The firm helps the federation structure and steer its projects, and supports its dialogue with public authorities and the wider sports movement.
Visit the website →