{"id":70870,"date":"2026-02-03T07:06:47","date_gmt":"2026-02-03T06:06:47","guid":{"rendered":"https:\/\/sailorz.com\/?p=70870"},"modified":"2026-02-06T17:40:28","modified_gmt":"2026-02-06T16:40:28","slug":"david-giraudeau-la-mie-caline-a-rational-decision","status":"publish","type":"post","link":"https:\/\/sailorz.com\/en\/imoca-en\/david-giraudeau-la-mie-caline-a-rational-decision\/","title":{"rendered":"David Giraudeau (La Mie C\u00e2line): &#8220;A rational decision&#8221;"},"content":{"rendered":"<div style=\"text-align: center;\">\n<div style=\"text-align: left;\">\n<p><em>A partner of <strong>Arnaud Boissi\u00e8res<\/strong>\u00a0in the Imoca class since 2015,\u00a0<a href=\"https:\/\/www.lamiecaline.com\/\" target=\"_blank\" rel=\"noopener\">La Mie C\u00e2line<\/a>, a Vend\u00e9e-based franchise network (\u20ac200 million in turnover, 235 stores nationwide, employing approximately 2,500 people), has announced\u00a0<\/em><a href=\"https:\/\/tinyurl.com\/34x7ppf5\" target=\"_blank\" rel=\"noopener\">&#8220;the end of this chapter&#8221;<\/a><em>. Its CEO,\u00a0<a href=\"https:\/\/tinyurl.com\/4nsmpkjx\" target=\"_blank\" rel=\"noopener\">David Giraudeau<\/a>, explains the move to\u00a0<\/em>Sailorz<em>.<\/em><\/p>\n<p><strong>Can you explain why you decided to end your sailing sponsorship with Arnaud Boissi\u00e8res?<\/strong><br \/>\nThis decision has\u00a0<strong>nothing to do with the quality of the person or the partnership<\/strong>. We had been committed to Arnaud for ten years; we completed three Vend\u00e9e Globes together. Our partnership was always clear in the sense that we knew very well we weren&#8217;t going for the win. The idea, however, was to\u00a0<strong>ensure La Mie C\u00e2line gained brand awareness<\/strong>, that our franchisees and employees felt a sense of belonging and pride in following Arnaud, and, incidentally, that it helped promote La Mie C\u00e2line as a local business. That was indeed the case for those ten years.<\/p>\n<p><strong>Why stop now, then?<\/strong><br \/>\nIt so happens that since 2023, we have been faced with\u00a0<strong>inflation management that became complicated on all levels<\/strong>. This very clearly placed us in an economic model that is less flourishing than what we knew before and forced us to\u00a0<strong>tighten the screws across the board<\/strong>. While still positive, the group&#8217;s results have contracted. Given that 2025 has been somewhat lackluster and the partnership reached its term on December 31, we took the decision\u00a0<strong>not to continue investing in elements that are &#8220;non-essential&#8221; for the company<\/strong>. It&#8217;s a reality: when you have to refine your management in every area of the business, sponsorship inevitably comes up for discussion, and you ask yourself if it\u2019s really reasonable to set off on another four-year campaign when we have little visibility on the country&#8217;s economic health. It is\u00a0<strong>a rational managerial decision<\/strong>. All the measures we have taken must help us continue to achieve results and thus allow us to resume investments in the future.<\/p>\n<p><strong>Did you explore other options, such as staying on as a partner but with a lower level of commitment?<\/strong><br \/>\nNo, because as a local retail brand,\u00a0<strong>the idea was truly to be the number one sponsor of the boat<\/strong>. I have colleagues who operate in B2B and can certainly support the boat in a complementary way, but for us, that wasn&#8217;t an option at all.<\/p>\n<h2 style=\"text-align: center;\"><span style=\"color: #ff0000;\"><em>&#8220;A profitable and<br \/>\ninteresting investment&#8221;<\/em><\/span><\/h2>\n<p><strong>Does the current political and economic climate, both national and international, make this type of investment even more complicated today?<\/strong><br \/>\nEverything contributes to this difficulty right now. What is important for a company is to have\u2014not certainties\u2014but a certain number of tangible elements to project into the future. Over the last three years, between a 40% increase in the price of certain raw materials, energy costs that are skyrocketing and erratic, and a tax system that never stops changing\u2014one thing on Tuesday, another on Wednesday\u2014<strong>it doesn&#8217;t encourage drawing a reliable roadmap for the future at all<\/strong>. By default, what you do in these cases\u2014and I think this applies to household budgets too\u2014is to abstain, to wait, to eventually get a better reading on things later. Currently, there are no indicators suggesting that tomorrow will be greener than today.<\/p>\n<p><strong>For La Mie C\u00e2line, how much will ending this partnership &#8220;save&#8221;? Around one million euros per year?<\/strong><br \/>\nIt&#8217;s more\u00a0<strong>around \u20ac400,000 to \u20ac500,000 on average<\/strong>, bearing in mind that in a Vend\u00e9e Globe year, you will inevitably spend more than in a Transat Caf\u00e9 L\u2019Or year.<\/p>\n<p><strong>You are stopping sailing sponsorship; what is your assessment of these ten years in terms of impact for La Mie C\u00e2line? And would you advise other companies to invest in sailing?<\/strong><br \/>\nIf you want a big number, I would say that\u00a0<strong>such a partnership returns about twice the initial stake in terms of media impact<\/strong>\u2014two and a half times in a Vend\u00e9e Globe year, one and a half times in a Transat Caf\u00e9 L\u2019Or year. So it remains\u00a0<strong>a profitable and interesting investment<\/strong>. Sailing is a sport that is both accessible and free of &#8220;shadowy&#8221; areas. If you look at cycling, which is also interesting for brand promotion, it is now overpriced and, furthermore, has a few dark spots that don&#8217;t sit well with us. Conversely, sailing is relatively untainted; it is\u00a0<strong>a clean sport of adventure and humility<\/strong>\u00a0that checks many boxes. So yes, if there are people looking to get into sponsorship, I would advise them to go for it.<\/p>\n<hr \/>\n<p>Contacted this week by\u00a0<em>Sailorz<\/em>\u00a0for a reaction to the announcement and to discuss the future of his Imoca project\u2014<a href=\"https:\/\/tinyurl.com\/375vphj6\" target=\"_blank\" rel=\"noopener\">he purchased<\/a>\u00a0Benjamin Dutreux&#8217;s former\u00a0<em>Guyot Environnement<\/em>\u00a0(a 2015 VPLP-Verdier design) last year\u2014<strong>Arnaud Boissi\u00e8res<\/strong>\u00a0did not wish to add more than what was in the La Mie C\u00e2line press release, which\u00a0<em>&#8220;speaks for itself.&#8221;<\/em>\u00a0He added that he hoped to\u00a0<em>&#8220;share an update soon to announce the season and the new name of the boat,&#8221;<\/em>\u00a0concluding:\u00a0<em>&#8220;I remain confident.&#8221;<\/em><\/p>\n<p><em>Image :<\/em> <em>Jean-Louis Carli \/ Alea<\/em><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>A partner of\u00a0Arnaud Boissi\u00e8res\u00a0in the Imoca class since 2015,\u00a0La Mie C\u00e2line, a Vend\u00e9e-based franchise network (\u20ac200 million in turnover, 235 stores nationwide, employing approximately 2,500 people), has announced\u00a0&#8220;the end of this chapter&#8221;. Its CEO,\u00a0David Giraudeau, explains the move to\u00a0Sailorz.<\/p>\n","protected":false},"author":19,"featured_media":70866,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[257],"tags":[],"class_list":["post-70870","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-imoca-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>David Giraudeau (La Mie C\u00e2line): &quot;A rational decision&quot; - Sailorz<\/title>\n<meta name=\"description\" content=\"A partner of\u00a0Arnaud Boissi\u00e8res\u00a0in the Imoca class since 2015,\u00a0La Mie C\u00e2line, has announced\u00a0&quot;the end of this chapter&quot;.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sailorz.com\/en\/imoca-en\/david-giraudeau-la-mie-caline-a-rational-decision\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"David Giraudeau (La Mie C\u00e2line): &quot;A rational decision&quot; - 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