AS Saint-Étienne manages striker vacancy and digital growth

AS Saint-Étienne (ASSE) is navigating two distinct developments following the summer transfer window and recent digital restructuring. On the pitch, the club faces a tactical challenge after the departure of striker Lucas Stassin. Stassin joined Sevilla FC on loan with an option to buy on September 1, following a contract extension through 2029. Despite efforts to find a replacement, no new number nine was signed before the market closed, forcing manager Ian Cathro to rely on existing options such as Cardona, Thierno Ballo, and Duffus.

Off the pitch, the club has seen significant commercial success following a digital transformation. In May 2024, ASSE migrated its online store from Prestashop to Shopify, supported by the agency Webqam. According to merchandising manager Brice Mazenod, online orders have tripled since the transition. The club is now looking to expand this success by developing its B2B platform to offer personalized products to partners and resellers.