He is stepping out of the Palace’s shadow. A former sports adviser to the President of the Republic, Emmanuel Macron, Cyril Mourin is striking out on his own. In late March 2026, the one-time chief of staff to Thierry Braillard announced the launch of Sideline Conseil, a firm specialising in strategy and public affairs for the sports sector. It is a positioning that remains largely uncharted in the French market, sitting at the crossroads of politics, business and the sports movement.
The firm’s name says a great deal about its approach. “We’re not in the scrum; we hold back, behind the touchline, which gives us a clearer view,” Cyril Mourin explains. “The decisions that shape the game aren’t made in the middle of it.” The firm is open about running an activity close to lobbying, while laying claim to a broader purpose: advising clients, driving engagement and bringing stakeholders into alignment.
Shaping the institutional narrative
Sideline Conseil targets three segments. First, sports organisations — federations, leagues and clubs — a world facing mounting challenges around regulation and funding. Next, brands and investors seeking clarity in their commitments. And finally, international players looking to set up or expand in France. The firm’s services include building institutional narratives, shaping influence strategies and advising on relations with public authorities.
The firm also aims to work on investment deals, in particular fund-led acquisitions of clubs. In such cases, its role would be to smooth dealings with local authorities and local stakeholders. Drawing on more than ten years of experience within public institutions, Cyril Mourin points to his grasp of a sector that is “regulated and globalised” — an environment shaped by recent crises, from Covid-19 to today’s wars, and, in France specifically, by tensions over broadcasting rights and the governance of French sport.
© SportBusiness.Club – April 2026
Article by Bruno Fraioli, published on 12 April 2026 on Sport Business Club.
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