The strategic intelligence and public affairs agency dedicated to sport.
We design engagement and impact strategies by and for sport.
We advise governments, international organisations, federations, companies and senior leaders operating in regulated, politically exposed and high-visibility environments.
Our strategic expertise and in-depth understanding of local, national and European public authorities enable us to anticipate regulatory shifts, navigate institutional power dynamics and integrate political realities into long-term strategy.
We sharpen your ambition, clarify your positioning and craft narratives that strengthen visibility, credibility and influence.
We combine strategic intelligence, public affairs and communication to act where decisions are shaped — across institutions, media, private partners and international arenas.
Our Vision : Read the game. Shape the outcome
The “Sideline” is the touchline — where the game is read before it is played.
Standing at the edge of the field , means occupying the position from which movements are anticipated, power dynamics decoded and strategic options clarified — neither in the stands nor at the center of play, but at the right distance to assess risk, identify openings and strengthen decision-making
We pursue precision and excellence. Our approach is grounded in executive-level experience within the French Presidency, the Ministry of Sports, local government and the governance ecosystem of the Paris 2024 Games.
Our Values
Sideline’s identity is defined by a combination of three core markers: clarity, boldness, and utility.
Ambition
Inspired by Paris 2024 : aiming high, pushing boundaries, and achieving what many consider out of reach.
Creativity
Clear ideas, fresh perspectives, and strategies that others would not dare to propose.
Impact
A refusal of superficial outcomes. Concrete progress that transforms the trajectory of our clients.
Our Approach
We operate in France and internationally, supporting all stakeholders across the sports value chain: companies, leagues, federations, institutions, local authorities, high-level athletes, and media organizations.
Each of our engagements is co-designed with the client in four stages to deliver fully tailored services :
1.360° analysis
An analysis of your political environment to anticipate key dynamics.
2.A narrative
A clear strategic narrative to convince and engage stakeholders.
3.A plan
A robust, agile and precise action plan, structured around regular milestones.
4.Execution
Demanding, impact-driven execution, grounded in measurable objectives.
Wo are we
Sideline stands for independent, results-driven and principled advisory, guided by a clear sense of responsibility and the public interest.
We do not see ourselves merely as service providers, but as committed strategic partners invested in the trajectory of your organisation.
Founded in 2025 by Cyril Mourin, former Senior Adviser on Sport to the President of the French Republic, Emmanuel Macron, the agency draws on executive-level experience at the heart of French decision-making. He led major strategic initiatives in the sports sector, oversaw sensitive public communication and managed high-level institutional relations in France and internationally.
