Larry Tanenbaum reaffirms 'unwavering' commitment to Saint-Étienne after playoff failure

Larry Tanenbaum, owner of AS Saint-Étienne, published an open letter to dispel rumours about his future at the helm of the club, just days after the Greens’ elimination in the Ligue 1 promotion playoffs against OGC Nice (0-0, 4-1 on penalties).

The Canadian businessman, head of the Kilmer Sports Ventures holding company, reaffirmed a commitment he describes as ‘unwavering’ to ASSE, acquired just two years ago. “With more than thirty years in professional sport, I have learned that lasting success is rarely built in immediate reaction,” he writes, before clarifying: “It is built on stability, patience, investment and the ability to stay true to a course, even when progress is not immediate.”

Tanenbaum explicitly rejects the idea of crisis management: “A shareholder’s responsibility is not to react to every event, let alone to every emotion.” A message aimed at both supporters and observers who were speculating about a hasty withdrawal after the playoff failure.

On the substance of the project, the owner recalls Kilmer Sports Ventures’ initial ambitions: “We came to help build a club capable of sustainably returning to success, based on solid governance, coherent choices, while preserving a strong identity.” Remaining in Ligue 2 for next season therefore does not call this roadmap into question.

Tanenbaum nevertheless acknowledges room for improvement, particularly in terms of communication: “We must also, no doubt, better explain our vision and the work underway to support the club’s long-term development.” A measured self-criticism that testifies to a desire to strengthen ties with a supporter base shaken by the disappointment of the playoffs.