Sebastian Stolz does not waste any time. Since being hired in February, the new COO of the Paris Musketeers, the only French American football team in the European League of Football (EFL), has been busy reviewing his new team’s strengths and weaknesses.
The German-native was formerly general manager of the Munich Ravens for more than two years, one of seven German teams out of the 16 in the EFL.
“American football is no longer merely hype in Germany and Austria. It is one of the biggest sports. That’s the difference with France, but it is a big one,” he told The Connexion.
The Musketeers have had some coverage from French media over the last year but the sport is struggling to gain traction in a country which still calls it football américain – drawing a clear distinction between traditional football represented by heavyweight teams such as Paris Saint-Germain.
Read more: What are the different ways to watch American football in France?
And then there are its similarities to rugby – why look at something new when you already have the world’s best player in Antoine Dupont?
Partnerships across sport could be the key to igniting more interest. There are more and more videos showing NFL players teaming up with football or rugby stars – including Dupont, who had a much-publicised trial with the Los Angeles Chargers last September.
“The NFL is a marketing monster. It’s a sport that’s perfect for TV and social media. It will take a little more time here, no doubt, but we will get there eventually,” Mr Stolz said, as he chatted to The Connexion ahead of the French Musketeers’ first game of the season in May.
You want the Paris Musketeers to get to the “next level”. What do you mean by that?
We brought a former NFL head coach and the best quarterback in Europe, I believe. Our goal, on the sports side, is to win the championship this year. In terms of everything else, the simple way of putting it is: decrease cost, increase revenue. It sounds so simple. We moved from Stade Jean-Bouin in Paris to another stadium because our previous one was way too big. We drew, on average, 4,700 people over our first year – a third of Jean-Bouin’s total capacity of 12,000 seats. Attendance was lower last year but that had a lot to do with the Olympics.
You were supposed to play at Stade Bauer, with a much smaller 5,000-seat capacity, but it did not go as planned. You are now playing at Stade Robert-Bobin in Bondoufle (Essonne) which has a larger capacity…
Yes, it is unfortunate, but at the same time a great opportunity because the local community has been very welcoming.
We have an opportunity to build our brand there. Although it is not going to be as close and intimate as it would have been at Bauer, it will be a good atmosphere. We are going to come up with some creative ideas to include our fans inside the stadium.
In terms of recreating the US experience, will you go as far as bringing in cheerleaders?
Are we talking the “full American package”? Yeah! Cheerleaders, mascots, local musicians and local acts to mix it up.
Ultimately, people expect it to be the American way. We would like the best of both worlds: what people expect from US football, such as burgers and hotdogs, as well as things French people want. We will mix it up to keep it as French as possible.
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How does France compare with Germany in terms of American football development?
American football is no longer merely hype in Germany and Austria. It is one of the biggest sports.
That’s the difference with France, but it is a big one. In France, you still have to explain it to people. It works in Paris, rather well. But if you consider the size of Paris and the demographics, we could do much better.
There are no major sports championships in the summer. European football, rugby and basketball leagues are on hold.
Our job is to attract people into stadiums for American football. Hopefully, people bring a couple of friends with them, and they bring others, and so on. That would be the case in a perfect world.
You have taken part in a growing number of partnerships between the NFL, YouTubers and players such as Miami Dolphins’ Tyreek Hill. Is this how American football is going to get better recognition in France?
It would be really nice. Hopefully, we can bring Tyreek Hill back for years to come. We are trying to foster any type of partnership or collaboration with corporations, athletes or sport teams.
The NFL has announced its schedule for 2025 international games with the inclusion of matches in Dublin and Madrid for the first time, as well as London, Brazil and Germany. Should the NFL look to Paris as well?
I definitely think the NFL will help open some doors and eyes.
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Why is growth so slow in France? Is there resistance from French people to American football?
I would not say there is resistance, reticence or backlash. The European Football League (EFL) is sort of a middle-ground between the NFL and the lower league.
In Germany and Austria, people go to EFL games because the level is higher and the financial commitments from team owners and fans is greater. Germany was the first country to experience all of that.
Is the sport’s similarities with rugby a problem in France?
That is one of the reasons. I understand why rugby fans think: “Why would we go to an American football match when we have rugby?”
That’s completely different from Germany, where rugby is not a thing. But American football’s increasing profile comes from the fact the sport knows how to market itself.
The NFL is a marketing monster. It’s a sport that’s perfect for TV and social media.
It will take a little more time, no doubt, but we will get there eventually. Its uptake in France also has to do with knowledge of the game.
It’s hard to understand the sport if you have not watched a game, unlike football, which is fairly easy to follow. American football requires someone else watching with you to explain the rules.
Sadly, looking at the calendar, there’s not going to be a face-off against your former team. Maybe in the play-offs?!
We will see. It would be interesting!
The sport has taken you to some great cities, including Paris now… Have you reflected on the perks your career has brought?
I had somehow never been to Paris before, so my opinion of the city was built on books, pictures and movies. Once you are here, it is a different experience. From the start, it has been really humbling.
I have the good fortune to live in a city that everybody wants to visit, right? You can’t quite compare it to any other place. But there are certainly going to be challenges – that has been the case throughout my career and why I chose it. You can only grow from it.
On the Musketeers’ website, players were asked for their top Paris recommendations. An American and Australian said: “Any bakery.”
[Laughs]. I am sure they are good. And bars and restaurants are everywhere and they are always open. That’s not very common in all European cities.
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